Big Data: trend emerging from research in
marketing
Big Data: tendencia emergente de investigación en Mercadeo
Sandra Patricia ROJAS Berrio 1; Ricardo Arturo VEGA Rodriguez 2; Óscar Javier ROBAYO
Pinzón 3; Luz Alexandra MONTOYA Restrepo 4; Giovanny Andrés PIEDRAHITA Solórzano 5
Recibido: 13/07/16 • Aprobado: 30/08/2016
Contenido
1. Introduction
2. Methodology
3. Results
4. Discussion
References
ABSTRACT:
This document presents Big Data as an
emerging trend in marketing research. As
methodology two secondary sources,
Marketing Science Institute and five search
equations at Scopus were used to perform a
systematic literature review. Findings: the
selected search equation generates 243
abstracts in Scopus at observation window
from 2005 to 2015; Big Data has relevance in
the international dynamics of knowledge and
constitutes a useful tool for market
management, being an information
management strategy. Management
Implications: The central concepts used in the
literature present management challenges
applicable marketing the Latin-American
context as consumption or purchase patterns,
E-Commerce, Relationship Management
Clients, Customization of Products, Services
and Processes, Competition, Adoption of
New products and georeferencing.
Keywords: Marketing , Big Data , Market
Research , Consumer Behavior.
1. Introduction
RESUMEN:
Este documento presenta el Big Data como
tendencia emergente de investigación en
Mercadeo. Como metodología se utilizaron
dos fuentes secundarias, el Marketing Science
Institute (MSI) y se ejecutaron 5 ecuaciones
de búsqueda en Scopus con revisión
sistemática de literatura. Hallazgos: se
encuentra que la ecuación de búsqueda
utilizada para el Big Data en Mercadeo arroja
243 resúmenes en Scopus, para la ventana de
observación de 2005 a 2015, se evidencia que
este tema tiene relevancia en las dinámicas
internacionales del conocimiento y se
constituye en una herramienta útil para la
gestión de mercados, siendo una estrategia de
gestión de información y de investigación
emergente. Implicaciones Gerenciales: Los
conceptos centrales utilizados en la literatura
presentan retos de gestión de Mercadeo
aplicables al contexto latinoamericano como:
Patrones de consumo o compra, Comercio
Electrónico, Gestión de Relaciones con
Clientes, Personalización de Productos,
Servicios y Procesos, Competencia,
Adopción de Nuevos Productos y
Georeferenciación.
Palabras clave: Mercadeo, Big Data,
investigación de mercados, Comportamiento
del Consumidor.
For Drucker (1954), marketing goes and must be interpreted beyond selling: “It is not a
specialized activity at all. It is the whole business seen from the point of view of its final
result, that is from the customer’s point of view” (1954, p. 37). From this point of view, it is
more than evident the focus on the customer. However, for Botch (1957) the concept of
marketing incorporates three principles in order to exercise its activities: 1) The customer
as the center of the operations carried out by the organization, 2) The philosophy of
organizations is based on the concept of profit and not volume, 3) Companies should
coordinate functions such as product design, price setting, and development engineering.
Afterwards, this author focuses on commercialization.
However, once again, the concept evolves from commercialization to one that focuses on
stakeholders in Saxe and Weitz (1982), who believe that the marketing concept requires an
organization to "determine the needs of a target market and adapt itself to satisfying those
needs better than its competitors,” (1982, p. 343). After analyzing these points of view, it is
inferred that the organization wants its customers to be satisfied in order to satisfy its
stakeholders.
In this sense, the meaning and application of the concept of marketing has been referred to
as "customer oriented,” "driven by the market", "market oriented," and "commercialization
oriented,"(Kohli & Jaworski, 1990; Shapiro, 1988). This philosophy guides every activity
of an organization towards the understanding and satisfaction of the customers in a superior
way.
This way, during the 90s, after the works of Kohli and Jaworski (1990) and Narver and
Slater -and their focus on information problems to explain market orientation, consumer’s
heterogeneity is of relevance as a fundamental concept for the strategy planning of
marketing. In fact, it becomes the key aspect for market segmentation and micromarketing
orientation, positioning, and actions (Kamakura, Kim, & Lee, 1996.)
From that point of view to Market Orientation, Kotler, Armstrong, Cámara, and
Cruz (2004), develop the concept of marketing and define it as a social process that implies
management, and through which groups or individuals can satisfy different needs within
the framework of value generation relations. According to this, Lamb, Hair, and McDaniel
(2006) see marketing as an organizational function that involves processes around the
generation of value and the management of relationships with customers.
On the other hand, other approaches define marketing as commercialization although it is
focused on the goals the shareholders of an organization have. “Marketing is a total system
of business activities thought to plan products that satisfy needs, to assign their prices,
promote them, and distribute them to target markets in order to fulfill the objectives of an
organization.” For Gummesson (2007), the concept of marketing includes the satisfaction
of the customer –needs and desires– and it is the “cornerstone” of business. He also says
that market orientation is superior to product orientation by suggesting, at the same time,
customer orientation as the main organizational process.
Along these lines, the literature identifies three positions: Commercialization, orientation –
to the product, the market, and the customer–, and value creation. Within these definitions,
several elements enable the contextualization of the discipline and the specification of basic
aspects when training a professional within the area of economics.
However, it is necessary to specify research tendencies in marketing –beyond what can be
considered as market research, which is just a picture of a particular situation that is
inherently biased. For this reason, this document is based on the question: How can Big
Data tendency be put together in a methodological research strategy for marketing?
 The purpose of this document is to present Big Data as an emerging research tendency in
management and especially in marketing. According to the MSI, this is one of the most
relevant topics to address marketing as a science due to its qualities to be used as a tool in
order to deal with multiple amounts of data, sources, and structures. (J. J. Berman, 2013)

2. Methodology
For this document, we executed 5 search equations in Scopus, and for one of them, we
carried out a systematic literature revision. The protocol for this was developed according
to the parameters established by Kitchenham (2004). Therefore, we developed the
following actions for each stage:
1. Specification of Interest Questions: Which are the previous studies in Big Data, Data
Mining, and Pattern Recognition for marketing?, and Which are the most used methods and
algorithms within marketing?
2. Search Strategies: We built a search equation to be executed in Scopus in order to carry out
the process. The equation was previously validated by the research team and adjusted to the
research questions. It was: ( TITLE ( "Big Data" OR "data mining" OR "pattern
recognition" ) AND TITLE (consum* OR market* ) ) AND PUBYEAR > 2004). This
equation used prototypes of the terms, expressions, thesaurus, syntagmas, and Boolean
operators.
3. Inclusion Criteria: We exclusively used articles that explain Big Data developments, Data
Mining, and Pattern Recognition for marketing.
4. Data Synthesis and Extraction Procedure: We revised the central concepts used in
documents, application environments, research objectives, algorithms used, and findings of
the documents where the empirical validation was methodologically specified.
As a result, we found that the search equation displayed 243 summaries in Scopus, for the
observation window from 2005 to 2015. This topic is relevant for international knowledge
dynamics, as shown in Figure 1:
Figure 1. International Production Dynamics on Big Data, Data Mining, and Pattern Recognition for Marketing

Source: Own Construction from Scopus, Search Date: 2015/06/06

Next, we refer to the central concepts, purposes, and algorithms in the literature that is
focused on marketing. It is important to clarify that from the literature that was collected
with the search equation, when verifying those documents that referred specifically to
commercialization and marketing, we found that 42% of that literature includes this
environment within its empirical validation. The rest of the documents deal with topics
such as valuation of shares and consumer electronics fraud, among others that are not to be
studied in this research.

3. Results
3.1. Central Concepts Used in Documents that Use Big Data in
Marketing
Articles focused on marketing have central concepts in descending order: Consumption
and/or Purchase Patterns, E-commerce, Management of Relationships with Customers,
Product Service and Process Customization, Competition, Adoption of New Products, and
Georeferencing. Table 1 shows the amount and percentage of articles according to the
corresponding central concept.
Table 1. Amount and Percentage of Articles according to Corresponding Central Concept
Central Concept Number of Documents %

Consumption and/or Purchase Patterns 59 57,8%

E-commerce 13 12,7%

Management of Relationships with Customers 10 9,8%

Product Service and Process Customization 9 8,8%

Competition 8 7,8%

Adoption of New Products 2 2,0%

Georeferencing 1 1,0%

General Total 102 1

Source: Own Construction from Scopus, Search Date: 2015/06/06

Firstly, the articles that are focused on Consumption and/or Purchase Patterns are mostly
meant to explore available data mining techniques in order to carry out an adequate market
segmentation (Dutta, Bhattacharya, & Kumar, 2014) and algorithm tests to explain
consumption patterns (M. Chen, Cao, & Wen, 2014; Kurokawa, 2006; Raschman &
Ďuračková, 2009).
Secondly, the purpose of the researches that were revised was classifying variables tied to
consumption such as services, products, organizations, or brands (Hsu, Chang, & Kuo,
2012; W. P. Li, Quan, & Cai, 2014; W. Li, Wu, Sun, & Zhang, 2010; Liao, Chen, & Hsu,
2009; Vintilǎ & Gherghina, 2014); to support customer classification; calculation of their
lifetime value; product offer; and segmentation (Ahn et al., 2010; Ahn, Ahn, Oh, & Kim,
2011; Biscarri et al., 2008; Buruncuk & Badur, 2010; Ciskowski & Zaton, 2010; Hayashi,
Hsieh, & Setiono, 2009; Hemalatha, 2012; Hsieh & Chu, 2009; Huang & Huang, 2011;
Knuth, 2012; Kurokawa, 2006; Y. Li, Cook, & Wreford, 2009; Liang, Liang, & Wang,
2013; Liu & Chen, 2009; Nce, Ünal, & Yüksek, 2007; Setiabudi, Budhi, Purnama, &
Noertjahyana, 2011; Singh, Turi, & Malerba, 2007; Tian, Chen, & Wang, 2008; Trnka,
2010; Zeng & Pan, 2010; Zhang, Yang, Shi, & Lu, 2008; Zhou & Lei, 2010), not only in
physical environments (Crone & Soopramanien, 2005; Suxiang & Yonsheng, 2009; Tian et
al., 2008; Wang, Li, Zhang, Tian, & Shi, 2009), but also in virtual ones (Ge, 2009; Hu, Hu,
& Wang, 2006; Sammour, Schreurs, & Vanhoof, 2009; Suxiang & Yonsheng, 2009),
including the decision making of service location (Dzieciolowski & Kina, 2008), as well as
internationalization (Athappilly, Razi, & Tarn, 2010; Golsefid, Turksen, & Zarandi, 2012).
Thirdly, the main objective has been to explain typical (Liang et al., 2013) and atypical
consumption patterns (Kwong, McPherson, Shibata, & Zee, 2012; Xie, Zhang, Fu, Li, &
Li, 2014), to predict product adoption cycles (Chunfang, Yingliang, & Haijun, 2008; Crone
& Soopramanien, 2005; Rahman, Fung, & Liu, 2014), preferences from an emotional
perspective (Lü, Chen, & Sui, 2013), new uses a product may have along with their risks
(C.-H. Chen, Yan, & Chen, 2013; Hirata, Kitamura, Nishida, Motomura, & Mizoguchi,
2013), and development needs of new products (Al-Noukari & Al-Hussan, 2008).
3.2. Most Used Algorithms for Big Data in Marketing
The most relevant algorithms found within the literature are: Classification or Decision
Tree, K-means or T-means, Clustering, Neural Networks and Data Envelopment Analysis,
Regression, and Correlation and/or Factorial Analysis, which are shown in Table 3 . Below,
you can find the description of the use of these algorithms.
The revision of the literature allows identifying the different algorithms used for Big Data
in marketing. First of all, we found the Classification or Decision Tree (C 4.5; C 5.0;
Japanese Candlestick) as well as K-means or T-means that have been used mostly to
discriminate information (Vintilǎ & Gherghina, 2014), improve information classification
and the answers of the users (Surma & Furmanek, 2011), in addition to commercialization
performance. Secondly, we found Clustering algorithms and methods that have also
contributed to the classification of customers (Vintilǎ & Gherghina, 2014), to the discovery
of consumption profiles (Ramos, Vale, Santana, & Duarte, 2007), and to the offer of
adequate products and communication according to segments (Nce et al., 2007).
Likewise, neural networks have contributed to the improvement of data visualization and to
the finding of new business opportunities (Enke & Thawornwong, 2005; Hsieh & Chu,
2009; Viktor, Pena, & Paquet, 2012). This way, it is possible to highlight its predictive
power (Hayashi et al., 2009). Data Envelopment Analysis, Regression, and Correlation
and/or Factorial Analysis have contributed to the finding of intermediary and latent
variables that are present in the consumption and/or purchase patterns that affect loyalty
and therefore the repurchase patterns of a consumer (Kong & Zhang, 2011), as well as the
possible cross-selling mixtures according to consumer segments (Ahn et al., 2011).
Table 2. Most Used Algorithms in Marketing Big Data Literature
Algorithm Number of Documents

Classification or Decision Tree (C 4.5; C 5.0; Japanese Candlestick) 25

Other 20

Clustering 13

Data Envelopment Analysis, Regression, Correlation and/or Factorial Analysis 9

Neural Networks 8

K-means or T-means 8

A priori Algorithm 5

Support Vector Machine (SVM) 4

 Kernel 3

Market Basket Analysis 3

Self-organizing Maps 2

Kohonoen 2

Genetic Algorithm (GA) 2

Source: Own Construction from Scopus, Search Date: 2015/06/06

4. Discussion
This document presented Big Data as the emerging research tendency in marketing
translated as an alternative to address the problems of the discipline as long as an
organization aims to include market orientation and value creation within its scope
(Gummesson, 2007; Kohli & Jaworski, 1990; Kotler et al., 2004; Narver & Slater, 1990;
Shapiro, 1988).
At the same time, the reader can notice that besides the growth and evolution of literature
regarding Big Data in marketing, it is also possible to conceptually and methodologically
apply this tool in Latin American organizations when dealing with purchase or
consumption patterns as well as product, service, and process customization.
First of all, for purchase or consumption patterns there are previous publications (Sandoval,
Pinzón, Rincón, & Cortés, 2009) of Colombian cases that along with supermarket
information systems or those of any organization that has customer loyalty cards enable
business intelligence and Big Data analysis.
Second of all, for Product, Service, and Process Customization, Latin American
organizations have a high penetration level of Customer Relationship Management (CRM)
systems (Smart_Process, 2014) and a clear utility of this type of tools from the perspective
of its users (Borja, Pineda, & Rojas, 2016). However, it was not possible to evidence a
frequent use for mass customization, which constitutes an opportunity because companies
have not only structured but also badly structured data (J. J. Berman, 2013.) This is one of
the principles when considering the use of this type of techniques and not only business
intelligence.
Nevertheless, it is important to highlight that dealing with marketing problems by using Big
Data implies considering academic and research work from a complex and interdisciplinary
perspective. This is because it is not enough to keep into account the perspective of the
organization (from a Business Administration point of view), but it is also necessary to
continue building the discipline according to its origin and evolution: based on the progress
and perfection of other areas of knowledge.

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1. Facultad de Ciencias Económicas, Universidad Nacional de Colombia, Bogotá, Colombia, sprojasb@unal.edu.co

2. Institución Universitaria Politécnico Grancolombiano, Bogotá, Colombia. rvegarod@poligran.edu.co
3. Institución Universitaria Politécnico Grancolombiano, Bogotá, Colombia. osrobayo@poligran.edu.co
4. Facultad de Minas, Universidad Nacional de Colombia, Medellín, Colombia. lamontoyar@unal.edu.co
5. Institución Universitaria Politécnico Grancolombiano, Bogotá, Colombia. gapiedrahita@poligran.edu.co
 Revista Espacios. ISSN 0798 1015
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