Analytics in the era of big data: The digital transformations and value creation in industrial marketing
William Yu Chung Wanga b✉, Yichuan Wanga
- aSheffield University Management School, University of Sheffield, United Kingdom
- bWaikato Management School, University of Waikato, New Zealand
- ✉Corresponding author
Papers open inside SciRah from the original publisher or repository; SciRah never hosts them.
Abstract
Abstract Big data analytics has been a topical area in the past decade. Despite it is emphased as a promising tool for the B2B sectors, there is a short of academic studies about this phenomenon in the industrial markets. Existing big data analytics focuses more on the consumers' marketing aspect, while in fact both the consumers' data and the machine-generated transaction data can be gathered and analysed at the interorganisational level. Subsequently, there is a need to increase the attention on the B2B aspects of big data analytics and the interactions of stakeholders. This paper, therefore, investigates the digital transformation enabled by big data analytics in the industrial markets and provides a conceptual framework. It solicits research articles that provide insights into various industrial contexts of this topic and applied both qualitative and quantitative approaches to identify the big data gathering and applications for value creation.
TL;DRThis paper investigates the digital transformation enabled by big data analytics in the industrial markets and provides a conceptual framework and solicits research articles that provide insights into various industrial contexts of this topic. (Semantic Scholar)