Big Data Opportunities in Marketing

This report discusses the opportunities created by the usage of Big Data in the marketing functioning process. It also explores the value creation using Big Data, Porter's value chain analysis, and Porter's five forces analysis.

Running head: BIG DATA OPPORTUNITIES
BIG DATA OPPORTUNITIES
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Abstract
Marketing has been one of the evolving business sector that has been getting influenced
with the implementation of the Big Data. Business value creation is also increased after the
implementation of the Big data. This report discusses about the opportunities that are created by
the usage of the Big Data in the marketing functioning process. This report will also incur the
processing of the value creation of the big data. Implementation of the Porter’s value chain
analysis will also be stated in the report. Porter’s five force analysis will also be performed in
this report.

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Table of Contents
Introduction......................................................................................................................................3
Big Data Opportunities....................................................................................................................3
Value creation using Big Data.........................................................................................................5
Porter’s Value Chain Analysis.........................................................................................................7
Porter’s Five Forces Analysis..........................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
Big Data implementation help in increasing the efficiency of the management process.
Marketing department is one of the most highly benefitted sectors. The main reason of getting
benefitted from the platform of Big Data is that the research process that is vital in commencing
of proper marketing gets performed in an accurate manner. Traditional marketing has been one
of the main prospects that has been benefitted with the implementation of the Big Data. The
efficiency of the Big Data has been one of the main reasons that the traditional marketing tools
have been gaining drastic innovation and the functional benefits have also increased. This report
discusses about the opportunities that are created by the usage of the Bug Data in the marketing
functioning process. This report will also incur the processing of the value creation of the big
data. Implementation of the Porter’s value chain analysis will also be stated in the report.
Porter’s five force analysis will also be performed in this report.
Big Data Opportunities
The opportunities that are gained due to the usage of Big Data in the field of Marketing
includes proper optimizing of the price as per the market sector. It is stated that 75% of the total
revenue of the amount collected are due to the quality of the products that are sold. The main
instance that also needs proper attention is that the 30% of the total revenue collected is because
of the proper pricing strategy. Another aspect that must be taken inti consideration is that even
1% increase in the pricing provides a proper 8.7% profit in the operational sector (Gandomi and
Haider 2015). Big data helps in analysing of the study of the market analysis and hence proper
understanding of the market factor can be well understood and hence integrating of the same data
has been one of the major aspects that has been providing higher benefits of the pricing strategy

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and hence proper understanding of the pricing strategy can be made. With the help of Big Data in
the processing of the price optimization for determining the optimal price cuts for performing
stock clearance. Implementation of Big Data in the budget allocation of the marketing
department also gets benefitted (Zaharia et al, 2016). In today’s society there are several
channels for reaching out to the clients and develop a proper marketing budget as per the
allocation of channels as a separate entity. Usage of the Big Data enhances the problem that are
related to the marketing mix modelling technique. Marketing mix modelling has been one of the
major aspects that insights that provides a proper marketing campaigns regarding the Return of
Investment as per the profits that has to be performed. Hence big data helps in proper
understanding of the potential scale up of the profits. Personalization of the customer experience
is properly performing the functionality of Big Data (Erevelles, Fukawa and Swayne 2016). With
the help of the business that is proceeding towards the content marketing is performed in a better
manner. Bigg Data helps in better analysing of the behaviour of the customer experience and
hence better understanding of the questions to the clients regarding the functionality of the
behavioural analytics that helps in better purchasing of the information and hence restructuring
of the website for performing proper stimulation in the need of igniting the desire of stimulating
purchases. Big data also helps in better understanding of the psychology of the consumers (Fan,
Lau and Zhao 2015). In depth tracking of the entire system helps in usage of the UTM and heat
map helps in better understanding of the customer behaviour which will get enhanced as per the
usage of Big Data helps in analysing of the data at scale. Implementation of Big Data incurs the
processing of the chatbots in the processing of the data management section (Chintagunta,
Hanssens and Hauser, 2016). The main aspect that is taken into consideration is that the proper
communication of the clients and the business organization can be performed in a better manner.

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With proper analysis method the main advantage that will be gained includes the fact that the
accuracy of the entire project gets higher and the marketing services that will be conducted will
be having a higher proficiency. With the help of implementation of Big data in the marketing
sector proper understanding of the client demands has been better and hence proper management
of the project gets performed in a manner that enhances the marketing section of the business
organization (Abbasi, Sarker and Chiang 2016).
Value creation using Big Data
The value creation of using Big Data has been one of the major aspects that the
processing of the data management gets functional in the commencing of the marketing
strategies. The value creation of Big Data ensures the fact that the management of the entire
processing of the marketing of the business management includes the fact that the main prospect
that ensures functioning of the defining of the market category, proper defining of the brand will
also be performed with the help of the usage of Big Data (Calder, Malthouse and Maslowska
2016). Customer identification also helps in proper value creation of the business organisation
that deals with the marketing department. The value generated due to the usage of the Big data in
the marketing department can be diversified in 2 sections. The initial section deals with the
processing of the value that is provided by Big Data to the business organization that implements
the same. Big data helps in proper estimation of the market sizing (Gandomi and Haider 2015).
With the help of the proper market sizing process the main advantage that will be received
includes the fact that the management process of the entire functional terminology gets better
(Donnelly et al, 2015). With the hep of the market sizing proper estimation of the needs of the
clients of the business organization can be made. Again, with the help of the description process
the main aspect that is taken into consideration includes the business organization getting

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benefitted regarding proper descripting and monitoring of the market scenario. With the help of
implementation of the Big data the business organization can easily estimate the basic
terminologies regarding the description of the market needs and monitoring the process that will
be required for better marketed ng process (Hofacker, Malthouse and Sultan 2016). Proper
analysing of the sales data is also performed with the help of the implementation of the Big Data
implementation. In this case with the help of the Big data the data that are generated are well
analysed with the help of the Big Data brand equity performance has been one of the main
aspects that provides high end value creation process.
The major aspects that affects the value creation are the 4 Big Data business drivers. The
4 drivers are namely structured, unstructured, low latency data and predictive analytics with the
help of Big data (Wedel and Kannan 2016). With the help of the structured data set that is used
in the Big Data section the main advantage that is gained regarding the value increasing is that
with the help of structured data it gets easy for the marketing team to search for the data sets that
are required for the decision-making process. With the help of the usage of the structured data
decision making can be made in a better manner (Anfer and Wamba 2019). With the help of the
usage of the unstructured data the main advantage that is gained is that high amount of data can
be handled and analysed at a same time. This helps in provisioning of data that are generated
from the social networking sites as well. This ensures that the functioning process of the
marketing department gets easier with precise data availability from the different networking
sites. With the help of performing predictive data analysis the main advantage that will be gained
includes improving of the business functionality process as per the estimations that are made
regarding the functioning of the risk mitigation process (Wolfert, Verdouw and Bogaardt 2017).
With an integration in the functional process of the data software, optimizing and deployment of

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decisions can be taken in a roper manner and hence value generation of the marketing process
will increase. Big data also provides low latency in the commencement of the marketing process
as the data gets distributed across DRAM, SSD or Flash and hence the time consumption gets
decreased and the value proposition occurs in the marketing process (Lewis and Westlund 2015).
With the help of lower latency in the functional process marketing process can be made more
dynamic and hence the management of the system will get better and hence proper marketing
process will get performed in a manner that will provide benefits to the clients of the marketing
business organization (Liu, Singh and Srinivasan 2016).
Porter’s Value Chain Analysis
The primary steps of the Porter’s Value Chain model are including the following steps: -
Inbound Logistic
Usage of Amazon Web Services will be required for implementing of the Big Data in the
processing of the data analytics process. This is one of the major aspects that will help in
bettering of the prospects that will be undertaken by the business organization as this will acts as
a platform for the Big Data to get implemented in the marketing business.
Operations
This is the stage where the data regarding the marketing process is collected with the help
of Big Data. With the help of the data collection process, further steps are taken and hence
proper understanding of the management will get performed in a manner that will affect the
functionality of the business organization.
Outbound Logistics

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This section of the value chain process will be concerned with the proper performing of
the data analysis system and understanding the sections that can be improved in order to perform
better management of the business process and hence better understanding of the business
process will get better. With the help of the Big Data the data analysis section will get influenced
and hence proper decision making can be done and hence proper manner
Marketing and Sales
As the chosen sector is marketing business, this stage is one of the most important aspect
that provides proper marketing functional aspect with the help of the implementation of Big
Data. The value of the business rises and hence proper understanding of the entire scenario gets
performed in a manner that provides better result to the marketing company.
Service
Understanding proper demands of the clients and performing marketing strategies as per
the demands of the targeted and hence proper service might get provided as per the requirement
and data set gathered by the Big Data platform.
The Support Activities
Procurement, Human Resource Management, Technological development and
Infrastructure of the business organization is very important. With the help of the above stated
techniques proper value evaluation can be made.
Procurement
Buying of the platform of Big Data will be enlisted in this section as Big Data will
increase the efficiency in the functional process of the marketing section.

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Human Resource Management
Providing proper value to the employees of the business organization will be the main
task of the business management process.
Technical Development
Leveraging the technology of the Big Data in the field of marketing has been a technical
development.
Infrastructure
Maintaining a hierarchy will be beneficial in the functional process of the marketing
business.
Porter’s Five Forces Analysis
Threat of new entrants
Threat of new entrants have not been very high. The main aspect that will be taken into
consideration includes the fact that the management of the entire scenario will get performed as
per the Big Data implementation is made and it is one of the latest technologies in the field of
marketing.
Threat of Substitute products
As the product that is taken into consideration in this case is proper arrangement of the
marketing services hence chances of substitute services are high but die to the implementation of
Big Data chances of substitute of the service gets low.
Threat of new entrants

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Threat of new entrants at this moment is low as the technology is itself in the growing
stage. Hence there are least chances of new entrants of other technology over the Big Data.
Bargaining Power of buyers
Bargaining power of buyers are comparatively low as the quality of service a marketing
business organization will provide after the implementation of the Big Data will be high as the
analysis accuracy will be high and hence proper estimations of successful strategies can be
developed for marketing.
Conclusion
From the above discussion it can be stated that the functional process of Marketing
organization will get benefitted due to the implementation of the Big data technology in the
business management process. Value rising can be performed in a better manner due to the 4 Big
data business drivers, namely structured data, unstructured data, latency and predictive analysis.
Big data is one of the ever-evolving technology that has been gaining importance in the
processing of the business processing. Utilisation of Big Data in the marketing department has
been gaining its importance in a drastic rate. Presence of Bigdata has been existing ion every
section of business process wherever the data that are present are structured in nature. Customer
Relation Management has been one of the main aspects that ensures betterment in the marketing
section with the help of the Big Data implementation. Proper usage of Big Data has been one of
the major aspects that helps in increasing the functioning of the data management system. This
insists the fact that a proper management technology will help in bettering the functional process
of the Big Data implementation. With the help of the implementation of the Big data technology
in the marketing section the main advantage that s received includes the fact that the source of

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data collection gets vast. With a proper data collection method, the main aspect that must be
taken into consideration is that the data that will be procured in the functional system will help in
better performing of the analysis method.

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References
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an inclusive research agenda. Journal of the Association for Information Systems, 17(2), p.I.
Anfer, O. and Wamba, S.F., 2019, April. Big Data Analytics and Strategic Marketing
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innovation as future research directions for engagement. Journal of Marketing
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Chintagunta, P., Hanssens, D.M. and Hauser, J.R., 2016. Marketing Science and Big Data.
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Gandomi, A. and Haider, M., 2015. Beyond the hype: Big data concepts, methods, and
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analytics. International journal of information management, 35(2), pp.137-144.

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Hofacker, C.F., Malthouse, E.C. and Sultan, F., 2016. Big data and consumer behavior:
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Lewis, S.C. and Westlund, O., 2015. Big data and journalism: Epistemology, expertise,
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Wedel, M. and Kannan, P.K., 2016. Marketing analytics for data-rich environments. Journal of
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Wolfert, S., Ge, L., Verdouw, C. and Bogaardt, M.J., 2017. Big data in smart farming–a
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