Big data analytics for marketing in database-driven companies

Harem Hadi; Hajar Maseeh  Yasin

doi:10.14419/52nxcm69

Article Details

Big data analytics for marketing in database-driven companies

Authors:

Harem Hadi | Hajar Maseeh Yasin

Publisher:

Science Publishing Corporation

Journal:

International Journal of Scientific World Vol.11 Issue 1, pp.143-157

Document Type:

Article

Publication Date:

11/2025

Document Language:

English

Document ID (Org No.):

2001388377

pISSN:

2307-9037

DOI:

10.14419/52nxcm69

Keywords:

Big Data Analytics (BDA, Marketing Efficacy, Predictive Targeting, Data Processing Methods, Algorithmic Bias

Abstract:

 Database-driven businesses are using Big Data Analytics (BDA) to increase marketing efficacy as a result ‎of the boom in data generation brought about by the spread of digital technologies. This study examines the ‎use of BDA by well-known companies, including Amazon, Netflix, Coca-Cola, Nike, and H&M, to ‎accomplish strategic marketing goals like real-time engagement, predictive targeting, and customization. ‎The study examines several data processing methods, from machine learning and neural networks to ‎sentiment analysis and recommendation systems, using a comparative case-based methodology. It also ‎emphasizes the different business implications that are realized across sectors. In addition to being in line ‎with earlier theoretical frameworks, the research connects them to useful, real-world applications. Results ‎show that BDA dramatically increases ROI, conversion rates, and customer retention; yet, it also comes ‎with drawbacks including algorithmic bias, data privacy, and dynamic market adaptation. Finally, by offering ‎a thorough examination of BDA in marketing and highlighting the strategic significance of integrated, ‎moral, and technologically sophisticated data practices for long-term competitive advantage, this study ‎adds to the body of knowledge‎.

Article Details

Big data analytics for marketing in database-driven companies

Authors: Harem Hadi | Hajar Maseeh Yasin

Publisher: Science Publishing Corporation

Journal: International Journal of Scientific World Vol.11 Issue 1, pp.143-157

Document Type: Article

Publication Date: 11/2025

Document Language: English

Document ID (Org No.): 2001388377

pISSN: 2307-9037

DOI: 10.14419/52nxcm69

Big Data Analytics (BDA, Marketing Efficacy, Predictive Targeting, Data Processing Methods, Algorithmic Bias

Issues

Authors:

Harem Hadi | Hajar Maseeh Yasin

Publisher:

Science Publishing Corporation

Journal:

International Journal of Scientific World Vol.11 Issue 1, pp.143-157

Document Type:

Article

Publication Date:

11/2025

Document Language:

English

Document ID (Org No.):

2001388377

pISSN:

2307-9037

DOI:

10.14419/52nxcm69