The use of data-driven technologies for customer-centric marketing

The latest technologies are shifting how businesses capture, analyse and distribute data from the individual users' online activity. Therefore, this contribution critically reviews the latest developments on big data analytics and programmatic advertising. Moreover, it sheds light on the use of blockchain; as this distributed ledger technology provides secure, verified transactions among marketplace stakeholders. The findings suggest that the service providers are increasingly utilising data-driven technologies including programmatic advertising tools to target and re-target individuals online or on their mobile. However, individuals and organisations are becoming increasingly aware on data protection issues, as they often block marketers from tracking them and serving them ads. In conclusion, this contribution puts forward a theoretical framework that explains how, why, where and when practitioners are capturing, analysing and distributing data. In sum, it implies that the data-driven technologies are facilitating the businesses' customer-centric marketing.