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Big data analytics democratized with clean collaboration and customer privacy choice

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  • Pauwels, Koen
  • Aksehirli, Zeynep

Abstract

Digital technologies and platforms have started a data explosion, and big data analytics is moving beyond social media in retail media online and offline, integrating the seamless interaction between business and customers in omnichannel. These data allow better insights but also require a more holistic analysis to refine customer experience and corporate strategies.

Suggested Citation

  • Pauwels, Koen & Aksehirli, Zeynep, 2025. "Big data analytics democratized with clean collaboration and customer privacy choice," Journal of Business Research, Elsevier, vol. 188(C).
    • Handle: RePEc:eee:jbrese:v:188:y:2025:i:c:s0148296324006167
    DOI: 10.1016/j.jbusres.2024.115112
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