Demystifying Big Data Analytics for Business Intelligence Through the Lens of Marketing Mix

Big data analytics have been embraced as a disruptive technology that will reshape business intelligence, which is a domain that relies on data analytics to gain business insights for better decision-making. Rooted in the recent literature, we investigate the landscape of big data analytics through the lens of a marketing mix framework in this paper. We identify the data sources, methods, and applications related to five important marketing perspectives, namely people, product, place, price, and promotion, that lay the foundation for marketing intelligence. We then discuss several challenging research issues and future directions of research in big data analytics and marketing related business intelligence in general.