Social analytics and mobile GPS data can help firms evaluate their brand and competitive positions. Television advertising can influence online shopping and searches. Large firms offer customization opportunities to optimize marketing mix returns while achieving economies of scale. Recommendation systems and content filtering use consumer data and behaviors to provide personalized experiences over time. Future research should focus on protecting consumer privacy while maximizing the utility of rich marketing data. Implementing big data and analytics across various functions like supply chain, finance and HR can provide benefits to organizations.

1. -Social analytics can help firms evaluate and monitor their brand equity and their
competitive positions
-Mobile GPS data analytics
-clickstream data categorize visits as buying, browsing or searching visits on the
basis of ….
-television ass affect the number of related searches institute.
-Find that television advertising influence online shopping and advertising content
plays a role
Personalization
Dell Company : >enables customers to customize the computer they buy in
terms of prespecified productfeatures.
Catalina marketing services
Pandora
Big firms offers opportunity to choosean optimal level of granularity for different
elelments for marketing mix >economies of scale and ROI
< FORD MOTOR company
RecommendationSystem
Content filtering
Collaborative filtering predicts…
Model-based systems
……
Amazon > USE data obtained unobtrusively….
Adaptive personalization
-Groupon
=to constructautonomous bidding rules,…..

2. 1, tracking
2. selectively expose
3. record consumer’s click-through behavior in responseto their ads…. This
enables to be targeted across customers, time, ad networks, and website at very
high levlel of granularity.
>Pandora’s adaptive personalization
They learn consumer adaptively over time by tracking consumer changing
behaviors.
Chung Rust and Wedel2009 …. Lisiterning music experience
Website morphing =matching content
Privacy and security
- According to recent survey….
- Mosaic effect
- Privacy law and processing technologies
 IBM and the Ponemon Institute
 Sony Picture entertainment, Home Depot ,and Ashley Madison
1.strict privacy laws
2. respecting customer’s privacy
3. op-outpolicy
Data minimization and anonymization policy
4. aggregate vs individual
Experian or Claritas….
Future research in this area needs to focus on how customer’s privacy can be
protected in the use of rich marketing data while maximizing the utility that can be
derived….

3. Synthesis an d Future Research Directions
Big Market Data
Marketing mix
Personalization
Security and Privacy
The Google cloud machines
Facebook, Twitter and Instagram
Implementing Big data and Analytics in Organization
Supply chain management, finance and human resources.
For example,
Wal Mart
Net Flix
Challenge for decentralization
Google takes approach…
Amazon and LinkdIn>> synergies and economies of scale