A Structured Analysis of Unstructured Big Data by Leveraging Cloud Computing

Marketing Science, Volume 35, Issue 3, 2016, Pages 363-388.

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Abstract:

Accurate forecasting of sales/consumption is particularly important for marketing because this information can be used to adjust marketing budget allocations and overall marketing strategies. Recently, online social platforms have produced an unparalleled amount of data on consumer behavior. However, two challenges have limited the use of...More

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