Consumer Big Data Analytics

Data is generated from a variety of sources in the digital world, and the rapid adoption of digital technology has resulted in the creation of big data. The accumulation of massive datasets enables evolutionary breakthroughs in a variety of domains. Consumer behavior and analytics is a short, innovative, unique, and approachable literature that introduces new ideas, concepts, and structures to meet the current realities of analytics-driven marketing. This chapter is a groundbreaking and informative volume that connects new possibilities and techniques with existing academic consumer research. This chapter outlines the dimensions of big data and framework of consumer data analysis. This chapter also focuses on the case study of companies using big data.