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What is Customer Value Analytics

Chapter 4
Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN
Customer value analysis refers to a research method that is used to identify how an organisation is perceived by consumers of an organisation and their competitors ( Haire, n.d. ).
Published in Chapter:
The Use of Big Data in Marketing Analytics
Chai-Lee Goi (Curtin University, Malaysia)
Copyright: © 2021 |Pages: 17
DOI: 10.4018/978-1-7998-4984-1.ch004
Abstract
Big data has broken through the public imagination, has revolutionised the process through which business find innovative ways, and has transformed the data into valuable information that will shape business intelligence and gain business insights to make better decisions. The purpose of this study is to review the development of big data, architecture, and the use of big data in marketing analytics. From the analysis of literature reviews, a big data in marketing analytics model has been proposed. In using big data in marketing, marketers need balanced analytics and then identify opportunities for improvement based on reporting or analysing past and present big data to predict and influence the future.
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