Big Data Analytics: Approaches and Applications in Online Marketing

6 Pages Posted: 16 Jul 2021

See all articles by Shikha Gupta

Shikha Gupta

JC Bose University of Science and Technology

Atul Mishra

JC Bose University of Science and Technology

Date Written: July 12, 2021

Abstract

Over the last decade or so, Internet has emerged as a powerful business channel capable of performing advertising, sales, information exchange, customer management, and post-sales support using online media. Internet marketing, referred to as online marketing, has replaced conventional ways of advertising like display banners, distributing pamphlets, radio, TV, and others. It has brought both a new set of opportunities and challenges with it. One of the challenges is a large amount of data generation and its management. The data is generated through various sources like social media, emails, the corporate websites that the customer visits, cookies of the user, various online forms, surveys, or feedbacks filled by the customer. The preferences of the user can also be gathered by keeping an eye on the websites that the user visits or the software that the user downloads. This gathered information will help the advertisers in targeting the right audience. But the amount of data generated is big enough to be handled easily and it makes it a big data problem. There are several different approaches available to analyze it but there are various issues and challenges faced by the existing techniques. This paper explores the various data analytic techniques that can be applied in the field of online marketing, making it more efficient. The various issues faced by online marketing are also explored.

Suggested Citation

Gupta, Shikha and Mishra, Atul, Big Data Analytics: Approaches and Applications in Online Marketing (July 12, 2021). Proceedings of the International Conference on Innovative Computing & Communication (ICICC) 2021, Available at SSRN: https://ssrn.com/abstract=3884656 or http://dx.doi.org/10.2139/ssrn.3884656

Shikha Gupta (Contact Author)

JC Bose University of Science and Technology ( email )

Atul Mishra

JC Bose University of Science and Technology ( email )

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