Title: Big data: a new perspective for the establishment of segments for niche marketing

Authors: Satish Chandra Ojha

Addresses: Department of Management Studies, STEP-HBTI, Harcourt Butler Technological University Campus, Kanpur 208002, Uttar Pradesh, India

Abstract: With the advent of the 21st century, the world of marketing has completely changed the prospects of marketing in the context of attracting the customers and has restructured their methodology for very different types of customer segmentation to ensure their reach to the customer. The current study discusses the various algorithm developing scenarios, which is leading to more concentrated marketing and in turn segments the market at various different levels. The paper provides an overview of how big data and data analysis is leading the world of marketing to generate real-time customer analysis as well as demand analysis of the product, which in turn gets affected by major concern factors like time, marketing channel, product, geographical location and others, keeping in mind the popularisation of social media. Further, the limitations and future implications have been discussed.

Keywords: big data; customer engagement; digital marketing; social media marketing.

DOI: 10.1504/IJBEX.2019.102823

International Journal of Business Excellence, 2019 Vol.19 No.3, pp.381 - 393

Received: 28 Dec 2017
Accepted: 30 Jul 2018

Published online: 24 Sep 2019 *

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