Big Data Analytics in Strategic Marketing: A Comprehensive Review

Authors

  • Zahra Younes Author

DOI:

https://doi.org/10.61424/5gzz7y95

Keywords:

Big data, strategic marketing, competitive positioning, predictive modeling, marketers.

Abstract

The advent of big data has revolutionized strategic marketing, enabling organizations to derive actionable insights from vast, diverse, and dynamic datasets. This study presents a comprehensive review of the role of big data analytics (BDA) in enhancing marketing strategy formulation, customer relationship management, and competitive positioning. Through a systematic analysis of recent scholarly literature, industry reports, and case studies, the review identifies key applications of BDA in market segmentation, personalized marketing, predictive modeling, and real-time decision-making. The findings highlight how organizations leverage data-driven insights to optimize marketing campaigns, improve customer engagement, and achieve measurable performance outcomes. Moreover, the study examines technological, organizational, and methodological factors that influence the effective adoption of BDA, including challenges related to data quality, privacy, and analytical capabilities. By synthesizing current research, this review provides strategic implications for marketers, managers, and policymakers aiming to harness the full potential of big data in creating competitive advantage. Future research directions are suggested to explore emerging trends such as artificial intelligence integration, real-time analytics, and the ethical use of customer data.

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Published

2026-03-19

Issue

Vol. 1 No. 1 (2025): Stout in Business and Management

Section

Articles

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Copyright (c) 2026 Zahra Younes (Author)

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