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Ten big lessons learned from Big Data analytics

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  • Bughin, Jacques

Abstract

What are the key lessons for corporates wishing to generate return on investment from the use of Big Data analytics? Using a meta-analysis of recent literature, combined with the author’s own survey of hundreds of organisations worldwide, this paper contends that the best companies generate supra-normal profit through a strong managerial and organisational approach to data analytics. Those companies also integrate Big Data into digitisation programmes and proactively invest in advanced analytics (artificial intelligence and deep learning) for better decision-making.

Suggested Citation

  • Bughin, Jacques, 2016. "Ten big lessons learned from Big Data analytics," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 2(4), pages 286-295, November.
    • Handle: RePEc:aza:ama000:y:2016:v:2:i:4:p:286-295
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    More about this item

    Keywords

    Big Data; deep machine learning; analytics; corporate performance;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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