In marketing, the potential of a fully benefit from the concept of Big Data lies in not looking at the data itself, but also it is preferable to estimate insights that could be derived from the big data, challenge the change in the decision-making strategy and the management strategy, and most importantly is to be able to make quick actions as leadership team in an organization. Big Data has a positive impact on exploring the customers’ behaviors, including analyzing how the customer be involved business indicators (points of sale, websites, customer surveys, social media, online communities and loyalty programs) that guide leadership teams to evaluate the customer 's participation. ( SAS, 2016). In other words, big data does not only concerned about who are the customers as a list in a company’s inventory but …show more content…
A Very Short History of Big Data. Forbes Magazine. Retrieved from http://www.forbes.com/sites/gilpress/2013/05/09/a-very-short-history-of-big-data/#7eb0771555da
SAS Institute Inc. (2016). Big Data, Bigger Marketing. Retrieved from