Big data and experience marketing

Abstract

Today, with the rise of the internet and the digital age, companies have the duty to adapt their strategies and methodological trading systems to create and maintain competitiveness in existing markets. In this contextual framework, experience marketing is one of the forms of contemporary marketing that seeks to create dependence through a certain product or service in consumers, offering empirical resources to create preferences in consumers of a brand with respect to another brand. Experience marketing, being one of the many existing forms of relationship marketing, has been modified by companies to be easily transmitted to consumers through digital communication strategies in digital environments, as in the case of websites, networks social etc. This process of retrieving, classifying and detailing the information collected is known as "big data analysis" and consists of the adaptation of a conglomerate of information that has a complex integrated data structure with the notorious difficulties to search, store, analyze, protect, transfer and view the collected data. In particular, big data analytics is very important for companies with e-commerce and digital commerce foundation, which can study consumer behavior, then perform detailed analysis and finally obtain significant benefits in competition in a given market.

Keywords: Big data, marketing, social media, business, consumer.