The Value of Big Data: Marketing vs. IT

Abstract — the notion of big data holds a processing and technology background. In an era that has become noteworthy for the widespread availability and addition of larger data sets in exploiting the massive amounts of data comprised therein (LaValle et al. 2013). Its definition has undergone a considerable evolution as evidenced by its shifts away from its original connotations, which revolved around the control of data varieties, velocity, and volume. The term currently incorporates renewed attention, which emanates from open source technology combinations aimed at the storage and manipulation of data. It has come to include an enhanced importance in the contexts of business intelligence, as well as decision-making and value opportunity. While a significant degree of marketing, endeavors are retrospective in nature. The promise provided by the concept of big data lies in its capabilities, to facilitate predictions and decisions upon which it holds a basis (Gantz & Reinsel, 2011). This idea plays a significant role in eliciting excitement for businesses. The analysis of data results in enhancing the possibility of the revelation of trends and the determination of correlations upon which companies can undertake their operations in an efficient manner (Gantz & Reinsel, 2011). Organizations can only realize the significance adopted by big data and its components of interpretation, intelligence and analytics in scenarios where they can employ the relevance and right data perspectives (Gantz & Reinsel, 2011). The realization of these two metrics results in driving and affecting operational priorities. Active organizations highlight an understanding of the value as opposed to technology that requires practitioners, executives, and data analysts operating in varying functions that require the acquisition of a digital mindset. From a marketing and marketing management perspective, the challeng