Big Data as a Customer Management Relationship Tool

Abstract

Considering the growth of globalization and the constant technological innovations, fields such as Internet and Social Networks have been brought into relevance – if not into prevalence – with organizations’ attempts of better understanding their customers – having always preserving their business and becoming more competitive to the eye of the market as their main challenges. In this context, the increased data volume and speed naturally demands organizations to develop processes and mechanisms to analyze and interpret data for decision making. The objective of this article – which is based on secondary data research and theoretical comparison among the authors of the themes, analysis of key-concept and case studies – is to introduce the relation between a data compilation tool, named Big Data, and its relations with marketing as a customer relations vehicle, in a quest for adding value to business.