1 publication

• Published Open access 29 Jun 2023

  Digital Marketing Impact of Big Data

  By Soney Dsouza

  Abstract: Customers are using digital channels more frequently due to technical advancements, making it possible for marketers to collect and exploit consumer data in real-time. This data is generated and acquired in real-time, around-the-clock, seven days a week, allowing the marketing industry to determine which efforts were successful and which were unsuccessful. By superimposing several data sets, such as social media posts, money spent on product promotion, the business can determine …

  Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 6, Issue 1, 2023 · pp. 1–6 Read article →