A review of strategic decision-making in marketing through big data and analytics

This review paper delves into the transformative impact of big data and analytics on strategic marketing decision-making. Examining the integration of vast datasets and analytical tools in marketing strategies highlights how these technological advancements enable a deeper understanding of customer behavior, enhance product development, and provide a competitive edge. The review underscores the importance of data-driven insights in formulating personalized marketing strategies and the critical role of analytics in predictive and prescriptive decision-making. It addresses the challenges and ethical considerations associated with big data usage, emphasizing the need for robust data governance and ethical practices. The paper suggests future research directions, focusing on emerging technologies and methodologies that could further influence strategic marketing decisions.