The Role of Big Data Analysis and Machine Learning in Marketing Communications

Abstract

Technological and commercial developments in the 21st century have increased the demands and expectations of consumers. Big data analysis and machine learning can play a critical role in establishing healthy communication. The insights obtained from big data analysis and ML models can help in making marketing communication more personalized and useful to customers. In this chapter, the authors present an exploratory analysis of the role of big data and ML in the marketing communication of enterprises. For this, Amazon, which provides big data analysis infrastructures to other businesses which are big data users, is being researched as a case study. This study is one of the first studies in the literature to examine the significance of big data and ML in marketing communication and investigate the obstacles encountered when using them. The insights presented in this chapter will help professionals in the marketing communication domain to better understand how they can utilize big data and ML models to make a significant impact on their customers and sales.