Abstract: This Research paper dwells into application of Operations Research into Marketing. Operations Research has implementations of LPP, Network Analysis and Big Data Analytics in Marketing and its branches like digital marketing, social marketing etc. of which we have used Big Data Analytics as a tool to know the impact that data driven marketing strategy has on the concerned companies. We have identified the critical problems faced by marketers in the process of using big data for their marketing strategy and the suitable solutions to tackle the same. We have analysed the impact of data analytics on marketing strategy and in extension the positive change it has on the revenue streams of the company. We have studied how companies use the data after collection and how do they optimize their workings on this basis. The broad strategies like targeting and segmentation is also data driven and so is the advertisement and recommendation strategy on online platforms. We have taken use cases of various prominent companies to illustrate how they use this asset of theirs to increase their productive output and market reach. Lastly, we have also mentioned about the data management platforms which these companies use in order to store, analyse and classify the data they have collected and how it impacts their overall marketing efforts.
Keywords: The Research Paper is a beginner’s overview of how big data analytics works and how it is implemented in day to day marketing policies.
Title: Application of Big Data Analytics in Marketing
Author: Smaran Mehrotra, Soumya Palriwala, Srishti Goyal, Sumnesh Salodkar, Tanish Broker
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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