Driven by the digital wave, enterprises are generating and accumulating massive, diverse, and high-speed data at an unprecedented speed. Big Data Analytics (BDA), as a key technology for extracting valuable insights from these complex datasets, is profoundly reshaping the theory and practice of modern marketing. This article aims to provide a systematic review of the application, challenges, and future research directions of big data analysis in the field of marketing. The article first defines the core concepts and technical framework of big data analysis in the field of marketing, and then explores in detail its specific applications in key marketing functions such as customer insight, precision marketing, product innovation, price optimization, channel management, brand management, and marketing performance evaluation. Furthermore, this article delves into the multidimensional challenges that enterprises face in implementing big data analysis, including technology, organization, talent, ethics, and privacy. Finally, based on the shortcomings of current research and practice, this article proposes several directions that future research should focus on, including multi-source heterogeneous data fusion, real-time analysis and prediction models, deep integration of artificial intelligence and machine learning, data ethics and privacy protection mechanisms, and the long-term impact of big data analysis on marketing organizations and strategies. This study not only provides a systematic literature review and theoretical framework for the academic community, but also offers a roadmap and decision-making reference for business practitioners to implement big data analysis, aiming to promote the deeper and more responsible application of big data analysis in the marketing field.
Xinwen Zhang (Wed,) studied this question.
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