THE USE OF DATA ANALYTICS AND MARKETING RESEARCH IN STRATEGIC MARKET MANAGEMENT – A LITERATURE SURVEY

Abstract

Organizations have recently begun to take advantage of the extensive use of Big Data and developing technologies to analyze and gather insightful knowledge about decision-making processes. The aim of this study was motivated by the fact that the factors or effects of its adoption in small and medium-sized businesses are still unknown. This study shows that big data resources primarily increase firm performance through strengthening the market-directed capabilities of the firm. Utilizing the dual viewpoint of customer engagement, this study investigates the impact of a social media activity's using BD emphasis on the entertainment, interaction, trendiness, and customization aspects on the customer's engagement with brand-related social media material to analyze and generate strategies and effectiveness in marketing.