How Could Big Data Analytics Improve Strategic Marketing Decisions

Running head: BIG DATA ANALYTICS IMPROVE STRATEGIC MARKETING DECISION 1
How Could Big Data Analytics Improve Strategic Marketing Decisions
(Author’s name)
(Institutional Affiliation)

BIG DATA ANALYTICS IMPROVE STRATEGIC MARKETING DECISIONS 2
Introduction
Over the years rapid technological developments have provided for more efficient
methodologies of processing large amounts of data (José, & Montesinos, 2017). These
developments have led to an increase in the number of organizations employing big data analytic
practices in their decision making processes. As technology for processing massive amounts of
data become more readily available a large number of organizations shift from small data to big
data (José, & Montesinos, 2017). The shift is largely due to the fact that with big data analytics,
an organization is able to get a much broader view of a particular process and the extensive
insight allows the company to make highly informed decisions (Erevelles, Fukawa, & Swayne,
2016). The main difference between decisions made from small data and big data analysis is the
fact that small data analysis only factors structured data and hence the decisions made do not
take into consideration other forms of data. On the other hand decisions made from big data
analysis focus on both structured and unstructured data thereby providing a more comprehensive
outlook of the organization. As big data analytics increases in popularity, questions have been
raised on how the system can be effectively used in the making of strategic marketing decisions
(Xu, Frankwick, & Ramirez, 2016). The questions are largely due to the fact that there is
minimal research with regards to big data analytics effectiveness as a tool for decision making
with regards to marketing. This paper seeks to respond to this question by comparing the
difference in decisions between companies using small data analytics and those that have
adopted big data analytics. In doing this the paper will seek to investigate whether or not big data
analytics provides organizations with more accurate and advanced data to be used in decision
making. Through this research we will be able to develop an in depth understanding of big data

BIG DATA ANALYTICS IMPROVE STRATEGIC MARKETING DECISIONS 3
analysis and its application. This insight can be used by organizations as they make strategic
marketing decisions in future.
Research Question
Q: A large number of companies used to rely on small data analytics in making their strategic
marketing decisions. Could big data analytics provide more advanced and accurate data for
decision makers?
Through the research we would be able to effectively determine the difference that exists
between big data analytics and small data analytics. The research will also enable as to compare
the strategic marketing decisions employed by organizations that utilize big data analysis and
those that utilize small data analysis. Through this comparison the paper will allow one to make
a determination on whether or not big data provides decision makers with more advanced and
accurate data. Thus based on the findings one will be able determine if big data analytics helps in
the improvement of strategic marketing decisions.
The reason for conducting this research is largely due to the fact that most studies which have
ventured to answer this questions have focused on how big data analytics shapes decisions made
by the organization as a holistic unit. Very few studies have ventured to investigate how big data
analytics affects decisions at a departmental basis and most especially marketing decisions. Also
very few studies have ventured to conduct a direct comparison between strategic marketing
decisions made by a firm using small data analysis and those made by a firm using big data
analysis. By doing this, the paper will have effectively and comprehensively responded to the
question.
3. Research Methodology
1. Overall Strategy for answering research questions