Big data analysis and its impact on the marketing industry: a systematic review

Abstract

This systematic review focused on understanding the impact of big data on marketing productivity, following the guidelines of systematic literature reviews and using the PICOC (problem/population, intervention, comparison, results, context) method. 50 high-impact articles were selected in Scopus, prioritizing those in the areas of engineering, computer science and business, and published between 2020 and 2023. These articles, selected for their relevance and contribution to the study objectives, showed that the big data offers notable benefits in the marketing industry. The ability to customize marketing strategies to individual customer needs, improved optimization, and a better understanding of customer behaviors and preferences were key aspects. These findings highlight how big data can boost productivity in marketing, strengthening customer relationships and increasing loyalty by improving understanding and adaptation to the specific demands and preferences of each customer. This deeper, more personalized approach to consumers represents a significant shift in the effectiveness and efficiency of marketing strategies in the current era.