Big data and marketing analytics are concepts of increasing interest in a number of industries and a number of applications. The terms are used frequently in the business press but not always with a full understanding of the actual meaning or full implications. This entry covers some more precise definitions of terms, what those mean in marketing practice, and how they impact marketing research practice across exploratory, descriptive, and causal research designs.
Big data is commonly defined among scholars according to the “3 V’s” of volume, velocity, and variety (Laney, 2001). These are sometimes supplemented with veracity and value, encompassing “5 V’s.” The amount of data generated by information systems (volume), rapidly transferred to data users (velocity), and in different forms (variety) are all increasing ...