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Technological Enablers

In: Engaging Customers Using Big Data

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  • Arvind Sathi

Abstract

In chapter 2, I described the rapid advancement in big data analytics due to a variety of technological and environmental factors that have contributed to its acceleration. The environment has become substantially data driven, and much of the movement is due to the use of information technology (IT). A number of capabilities have grown rapidly with tremendous worldwide crowdsourced collaboration. What are these technological capabilities and how do marketers take advantage of them? How do these capabilities enable marketing analytics for large observation sets? How do they contribute to engaging customers in collaborative conversations? Which technologies enable marketers to orchestrate their efforts and focus on small micro-segments or individuals? This chapter examines these technological enablers and how they help marketers realize the propositions described in the previous three chapters.

Suggested Citation

  • Arvind Sathi, 2014. "Technological Enablers," Palgrave Macmillan Books, in: Engaging Customers Using Big Data, chapter 6, pages 131-157, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-38619-9_6
    DOI: 10.1057/9781137386199_6
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