Big Data in Marketing Arena. Big Opportunity, Big Challenge, and Research Trends: An Integrated View

Big Data has earned much attention from the IT industry and academia. Given the research interest on Big Data in the marketing field, thus, authors intend to present an integrated view based on the previous literature with the aim of identifying the major trends in this field. Particularly, the analysis focus on pertinent terms and topics related to three "B's": Big Data, Big Opportunities/benefits, Big challenges. A systematic integrated literature review was carried out through a strict search approach that identified. A total of 650 articles published between 2010 and 2018 indexed in EBSCO database were collected and scrutinized. The results of the previous studies on big data and marketing revealed that they were limited to discuss the technical and research fields and did not clearly consistent with sophisticated technologies towards the benefits of marketing, and it has not yet reached the level of marketers' ambition. Over and above, findings show that research in big data applications and practices to marketing is still in early stages, thus, making it necessary to promote more direct efforts towards the business for big data to thrive in the marketing domain. This paper is specifically relevant to marketing firms and departments concerned in the evolution of marketing activities and abilities to increase customer basis. Furthermore, it is also useful to compare several international studies trend as this study takes a perspective globally. The study provides priceless information and an in-depth integrated view of big data relevant to opportunities and challenges that marketing encountered. Furthermore, it opens new insights into the topic area by emphasizing for further future studies and research directions.