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From Big Data to Big Profits: Success with Data and Analytics

Author

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  • Walker, Russell

    (Kellogg School of Management, Northwestern University)

Abstract

Vast holdings and assessment of consumer data by large companies are not new phenomena. Firms' ability to leverage the data to reach customers in targeted campaigns and gain market share is, and on an unprecedented scale. Major companies have moved from serving as data or inventory storehouses, suppliers, and exchange mechanisms to monetizing their data and expanding the products they offer. Such changes have implications for both firms and consumers in the coming years. In Success with Big Data, Russell Walker investigates the use of internal Big Data to stimulate innovations for operational effectiveness, and the ways in which external Big Data is developed for gauging, or even prompting, customer buying decisions. Walker examines the nature of Big Data, the novel measures they create for market activity, and the payoffs they can offer from the connectedness of the business and social world. With case studies from Apple, Netflix, Google, and Amazon, Walker both explores the market transformations that are changing perceptions of Big Data, and provides a framework for assessing and evaluating Big Data. Although the world appears to be moving toward a marketplace where consumers will be able to "pull" offers from firms, rather than simply receiving offers, Walker observes that such changes will require careful consideration of legal and unspoken business practices as they affect consumer privacy. Rigorous and meticulous, Success with Big Data is a valuable resource for graduate students and professionals with an interest in Big Data, digital platforms, and analytics. Available in OSO:

Suggested Citation

  • Walker, Russell, 2015. "From Big Data to Big Profits: Success with Data and Analytics," OUP Catalogue, Oxford University Press, number 9780199378326.
    • Handle: RePEc:oxp:obooks:9780199378326
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    Cited by:

    1. Roberto Moro Visconti & Donato Morea, 2019. "Big Data for the Sustainability of Healthcare Project Financing," Sustainability, MDPI, vol. 11(13), pages 1-17, July.
    2. Dag Øivind Madsen & Tonny Stenheim, 2016. "Big Data viewed through the lens of management fashion theory," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1165072-116, December.
    3. Narasimha Rao Vajjhala & Ervin Ramollari, 2016. "Big Data using Cloud Computing - Opportunities for Small and Medium-sized Enterprises," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 2, January -.
    4. Brave, Scott A. & Butters, R. Andrew & Fogarty, Michael, 2022. "The perils of working with big data, and a SMALL checklist you can use to recognize them," Business Horizons, Elsevier, vol. 65(4), pages 481-492.
    5. Weaver, Adam, 2021. "Tourism, big data, and a crisis of analysis," Annals of Tourism Research, Elsevier, vol. 88(C).
    6. Lukić Jelena, 2017. "Transformation of Coordination Mechanisms in Companies Due to New Technologies: Evidence from Empirical Research," Economic Themes, Sciendo, vol. 55(3), pages 421-436, September.

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