The Use of Big Data in Marketing Analytics

Big data has broken through the public imagination, has revolutionised the process through which business find innovative ways, and has transformed the data into valuable information that will shape business intelligence and gain business insights to make better decisions. The purpose of this study is to review the development of big data, architecture, and the use of big data in marketing analytics. From the analysis of literature reviews, a big data in marketing analytics model has been proposed. In using big data in marketing, marketers need balanced analytics and then identify opportunities for improvement based on reporting or analysing past and present big data to predict and influence the future.

LinkedIn's Audience Engagements API

We present a privacy system that leverages differential privacy to protect LinkedIn members' data while also providing audience engagement insights to enable marketing analytics related applications. We detail the differentially private algorithms and other privacy safeguards used to provide results that can be used with existing real-time data analytics platforms, specifically with the open sourced Pinot system. Our privacy system provides user-level privacy guarantees. As part of our privacy system, we include a budget management service that enforces a strict differential privacy budget on the returned results to the analyst. This budget management service brings together the latest research in differential privacy into a product to maintain utility given a fixed differential privacy budget.

Marketing Information, Analytics, and Intelligence

Companies collect customer information, store the information in databases, and analyze it to generate customer insights. The study focuses on the roles of customer relationship management (CRM) in making proper usage of the information, marketing analytics, and the marketing intelligence generated to develop fruitful customer relationships. Companies employ advanced marketing analytics and big data to understand customers and implement CRM effectively. The customer insights generated should be distributed and used properly. Although companies benefit from implementation of CRM, the implementation has its own drawbacks. Implementation of CRM will not solve all issues related to customers. It has its own drawbacks. However, proper implementation and effective utilization of CRM will help companies in developing customer relationships, in growing their businesses, and in achieving business excellence in the long run.