Data-driven decision making in Marketing : A theoretical approach

Customer insight is at the heart of the big data era. This revolution makesit possible to directly obtain high potential data and in large quantitiesabout customers. Thus we take note that, more than ever, a large volumeof big data is collected by companies.We observe that big data have become a necessary tool within marketing.More and more companies orient their decisions according to theinformations provided by data, with the aim of quickly having betterresults.Nevertheless, in order to integrate these big data in a better way and gaina competitive advantage, companies must face new challenges. Tomeasure and understand the impact of big data in marketing decisions,we propose, with the support of our scientific and theoretical resources, areasoning, demonstrating all the issues. Big data is increasinglyubiquitous and necessary for companies (I). Their impact in decisionsneeds to be taken into account (II) and their use is leading to amanagement revolution (III). Moreover, it modifies the close relationbetween decision and intuition. (IV). In this article, we present aperspective that study all these concepts. We close by offering a modeland a conclusion answering our problematic