MBA Dissertation: Big Data and Digital Marketing Strategies Analysis

This dissertation investigates the relationship between big data and digital marketing, highlighting the shift from traditional marketing methods to data-driven approaches. It addresses the problem of traditional marketing's inability to meet increasing customer demands and explores how big data technologies manage and analyze large volumes of customer data. The research aims to analyze the role of big data in enhancing digital marketing strategies, identifying how companies utilize big data, the issues faced in traditional marketing, and strategies to enhance big data utilization. The methodology involves a literature review, qualitative research using secondary data collection, and thematic analysis, adhering to ethical considerations. The study examines the impact of big data on digital marketing campaigns, including improved effectiveness through data visualization, real-time customer insights, and targeted customer engagement. Desklib provides access to this and other solved assignments for students.

Running head: BIG DATA AND DIGITAL MARKETING: HOW ARE THEY CONNECTED?
Big Data and Digital Marketing: How Are They Connected?
Name of the Student
Name of the University

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BIG DATA AND DIGITAL MARKETING: HOW ARE THEY CONNECTED?
Table of Contents
1. Introduction..................................................................................................................................3
1.1 Background............................................................................................................................3
1.2 Problem Statement.................................................................................................................3
1.3 Aim, Objectives and Research Questions..............................................................................4
1.4 Research Structure.................................................................................................................5
2. Literature Review........................................................................................................................5
Impact of big data on digital marketing.......................................................................................6
Methodology....................................................................................................................................6
Timeline.......................................................................................................................................7
References........................................................................................................................................9

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BIG DATA AND DIGITAL MARKETING: HOW ARE THEY CONNECTED?
1. Introduction
1.1 Background
Digital marketing has been helping in navigating various developments in the market.
Marketing plays an important role in selling products and services of any organization
(Erevelles, Fukawa and Swayne 2016). The digitalization in the market has modified traditional
marketing into digital marketing. The implementation big data in the digital marketing has
accelerated the popularity and efficiency of digital marketing in the market (Donnellyet al.
2015). Digital marketers have been connected to their customers in the market in order
understanding the trend in market. In order to perform market analysis, there is a need of huge
volume of data in the database. Therefore, the implementation big data has been playing an
important role in managing this data. This research will discuss about impact of big data in
digital marketing. This paper has been focusing on use of big data technologies in digital
marketing in organizations.
1.2 Problem Statement
Traditional marketing methods are not able to advertise products and services of
organizations in the market. There have been increase in number of customers on the market.
Therefore, the market need has been increasing in a daily basis. Traditional marketing methods
are not able to meet demands and expectations of customer in the market (Todor 2016).
Therefore, there is a requirement of advance technology to manage data and information of
customers in their database. Big data has been able to maintain a critical role in the monitoring
and managing huge volume of data and information.

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BIG DATA AND DIGITAL MARKETING: HOW ARE THEY CONNECTED?
1.3 Aim, Objectives and Research Questions
The aim of the research is to analyze the role of big data in enhancing digital marketing
strategies in the market.
Following are objectives of the research:
 To identify how companies utilizes big data in their marketing activities
 To identify issues in traditional mode of marketing in companies
 To analyze the impact of big data in digital marketing in the market
 To recommend strategies in order to enhance the utilization of big data in digital
marketing
Following are research questions:
 How companies utilizes big data in their marketing activities?
 What issues are faced in traditional mode of marketing in companies?
 What is the impact of big data in digital marketing in the market?
 How to enhance utilization of big data in digital marketing?

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BIG DATA AND DIGITAL MARKETING: HOW ARE THEY CONNECTED?
1.4 Research Structure
Figure 1: Research structure
(Source: Created by author)
2. Literature Review
Big data has been helping in maintaining a keen approach in the development of organization
in the market. The digital marketing has been helping in increasing the efficiency of marketing to
maximum number of customers (Xu, Frankwick and Ramirez 2016). Big data has been looking
for collecting both structured and unstructured data from both traditional and digital sources. Big
data analytics have become essential in several industries (Kunz et al. 2017). The rapid
development of market has been creating issues for companies using traditional method of
marketing. There have been three main types of Big Data paradigm:
 Storage and management of data of hundreds of terabytes.
Chapter 1: Introduction
Chapter 2: Literature Review
Chapter 3: Research Methodology
Chapter 4: Data findings and analysis
Chapter 5: Conclusion and Recommendation

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BIG DATA AND DIGITAL MARKETING: HOW ARE THEY CONNECTED?
 Unstructured information that include texts, video, images and other types of data.
 Questions arising regarding types of unstructured data in big data analysis
Impact of big data on digital marketing
Various organization have been looking for leveraging data and information for improving
their digital marketing campaigns. There are several more benefits of using big data in digital
campaigns:
 Data visualization tolls helps in improving effectiveness of campaigns.
 Real time customer insight help in acquiring more customer and reduce complexity.
 Data analytics do not have to be complex and expensive.
 Utilization of data related to past events might help in planning for future.
 Big data helps in targeting customers in the market.
Methodology
This exploration will utilize subjective methodology for learning about huge information
in advanced promoting. There have been two kinds of research theory including positivism and
interpretivism. This examination will utilize positivism inquire about logic that helps in
increasing appropriate learning and data dependent on existing hypotheses and models (Taylor,
Bogdan and DeVault 2015). Research approach has been of two kinds including inductive and
deductive methodology. This examination will choose deductive methodology as it helps in
concentrating on targets of the exploration. There are three sorts of research configuration
including logical, exploratory and illustrative research structure (Mackey and Gass 2015). This
examination will choose graphic research structure as this assistance in giving a superior layout
of the exploration plan (Silverman 2016). Information accumulation has been of two

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BIG DATA AND DIGITAL MARKETING: HOW ARE THEY CONNECTED?
classifications including essential and optional information gathering technique. Essential
information accumulation strategy manages online study and factual information. The auxiliary
information accumulation strategy centers on information gathering from meeting and online
diaries, articles and books (Lewis 2015). Consequently, the examination will utilize auxiliary
strategy information gathering. Eye to eye meeting will be led with three administrators of
advanced advertising organizations and three open finished inquiries will be posed to them
(Smith 2015). Answers will be gathered as information and data for the examination.
Information will likewise be gathered from online diaries, books and articles. Topical
examination will be finished by making three subjects dependent on destinations of the
exploration. The exploration will pursue all the moral thought under scholastic research rules.
Information will be remained careful and private under Data Protection Act 1998
(Panneerselvam 2014). Results and results of the examination won't be distributed until the
consummation of the exploration.
Timeline

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References
Donnelly, C., Simmons, G., Armstrong, G. and Fearne, A., 2015. Digital loyalty card ‘big
data’and small business marketing: Formal versus informal or complementary?. International
Small Business Journal, 33(4), pp.422-442.
Erevelles, S., Fukawa, N. and Swayne, L., 2016. Big Data consumer analytics and the
transformation of marketing. Journal of Business Research, 69(2), pp.897-904.
Kunz, W., Aksoy, L., Bart, Y., Heinonen, K., Kabadayi, S., Ordenes, F.V., Sigala, M., Diaz, D.
and Theodoulidis, B., 2017. Customer engagement in a big data world. Journal of Services
Marketing, 31(2), pp.161-171.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..
Silverman, D. ed., 2016. Qualitative research. Sage.
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), p.51.

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Xu, Z., Frankwick, G.L. and Ramirez, E., 2016. Effects of big data analytics and traditional
marketing analytics on new product success: A knowledge fusion perspective. Journal of
Business Research, 69(5), pp.1562-1566.