Elucidating Big Data Analytics by Using Marketing Mix Components for Business Intelligence

Big data analytics is thought to be a disruptive tool with the power to change business intelligence. The majority of business intelligence depends on data analysis to generate insights for decision-making. The authors of this case make an effort to analyse the big data analytics environment using a marketing mix framework. This framework can be used to identify sources of knowledge, techniques, and applications for the four fundamental elements of marketing: product, promotion, price and place. This is the cornerstone of marketing data in which big data analytics and business intelligence for marketing have challenges and study opportunities that have been highlighted in this case.