Big Data Assignment: Journal Article Review

Question

Task: You will prepare a report/critique on big data assignment on an academic paper related to Big data analytics.

Answer

Introduction
The current big data assignment is going to discuss about the Big Data which is one of the technologies that emerged in the past few years and it has now expanded across the globe. The technology is being used by the business organizations to manage and effectively utilize the massive data sets. Big Data technology enables the business firms to effectively analyse the data sets and to make sure that the specific patterns and statistics are obtained through the analysis. The use of Big Data is seen for a large number of business firms and the industrial applications. One of the main is the marketing activities that are run by the business firms. The marketing industry and the marketing operations have been massively transformed with the aid of Big Data tools. The consumer analytics can be conducted using the technology and it is being used by a large number of business firms.

Article Details
[1] S. Erevelles, N. Fukawa, and L. Swayne, “Big Data consumer analytics and the transformation of marketing,” Journal of Business Research, vol. 69, no. 2, pp. 897–904, Feb. 2016.

Statement of Purpose
There are certain issues highlighted in the context of big data assignment around the clarity of the use of Big Data for the specific operations. Consumer analytics and marketing is one area that has witnessed a lot of application of the Big Data tools [1]. The purpose of the critique developed in this big data assignment is to analyse the information that is put in the research article to determine the various ways in which Big Data tools can be used for marketing and consumer analytics.

Outline
The review is done in several parts of big data assignment. The first part of the review includes the analysis and critique on the intention of the authors that have conducted the research work. It also includes the content analysis and review to have the detailed background on the research. The second section of the critique includes the analysis and review of the methods that are used to determine the appropriateness of these research methods. The review on the findings, problems, and results is done next. The conclusion is reviewed at the end.

Intent & Content
The authors have conducted the research with an intention to understand the ways in which the Big Data tools can be used for consumer analytics and marketing activities. The authors intend to determine the resources that a business firm is required to shed so that the implementation of the Big Data tools is successful and the purpose of using these tools is fulfilled [2].

The content of the research article used to prepare this big data assignment is classified in different sections beginning with the introduction. It is essential that the background to the research is appropriately stated before the actual research work is conducted and showcased. The authors have been successful in doing the same as they include the research details with the information on consumer analytics, needs of data analytics for marketing, brief on the Big Data technology and the inclusion of the two research questions that will be answered through the research.

There are different parameters that are associated with Big Data and these are defined in the second section followed by the description of the theories that will be used. The fourth section includes the development of propositions followed by the value creation using Big Data. All of these sections include the sub-headings and sub-sections to make sure that the information is clearly put across. This classifies the content as per the information that is included and also provides the ability to have better clarity on the information that is put across [3].

The general discussion is done next followed by the limitations of the current research work on big data assignment and the scope of the future research activities that will be carried out.

The entire content of the research article includes only a single figure and there is no table or other graphical diagrams included in the other sections of the paper. This is a major weakness as the inclusion of the relevant diagrams adds to the quality of the content provided in the big data assignment.

Methods & Findings
The authors have used qualitative approach to conduct the research work and the use of the literature published in the past is done to list out the findings and come up with the answers to the research questions. There are numerous theories that are also used by the authors, such as resource-based theory and ignorance & inductive reasoning. The amalgamation of all these methods has provided the authors with the ability to analyse the consumer analytics and marketing using Big Data from different perspectives. Therefore, the methods used for the research are appropriate.

The research findings obtained in the big data assignment could be determined from the content includes in the article. The authors have not included a separate section to list the findings. The business firms in the current times are leaving no stone unturned to stay ahead of their competitors and to have a distinguished name in the market. The use of dynamic pricing strategy is one of the ways to achieve the consumer attention and maintain the consumer engagement. The use of Big Data is extremely significant to maintain the dynamic pricing strategy. During the peak times, the prices can changes multiple times in a day [4]. The revenues can be managed appropriately when the prices are set keeping all the factors and parameters in sync. The information coming from different sources can be gathered and analysed effectively using the Big Data tools. The innovations in the products offered are one of the preferred strategies by the business organizations to have an edge among the competitors. The use of consumer analytics has now become essential to understand the ways in which product innovations can be used for the growth of the business firm. The Big Data tools can be used to analyse the consumer expectations in terms of the product demands.

The business firms fail to realize the benefits attached with the Big Data tools. The existing resources of the business firm need to be in sync with the Big Data tools and the outcomes achieved using the tool. There are issues discussed within this big data assignment associated with the firms when they carry out the effective analytics using Big Data but fail to implement the strategies due to lack of organizational or human resources. The hidden consumer insights that are revealed need to be channelized in an effective way. There are innumerable benefits that are associated with the Big Data tools. The failure rate of the intended usage of these tools by the business firms is also high. It is primarily because of the lack of data scientist and specific skills needed to use the Big Data tools. The traditional database systems that are installed in the business firms also do not support the data sets and huge volumes related with Big Data. There are also gaps in the strategies defined by the business organizations in the usage of the Big Data tools. The needs assessment is not done properly which may lead to the inability to use the Big Data tools [5].

The findings that are obtained by the authors answer the two questions that were set in the beginning of the research. However, there are a few areas that are not covered in this big data assignment.

• There are several external factors that may impact consumer analytics and marketing using Big Data. The authors have explored and discussed the internal factors adequately but have missed out on the external factors.
• The technological and security constraints that is also relevant to the use of Big Data for marketing and consumer analytics that is not explored.
• There is a brief discussion on the applicable regulations that could also be done in the research work.

What are the problems & issues identified in the context of big data assignment?
The authors have discussed a wide range of problems that are associated with the organizations and the specific resources. These emerge as the barriers for the business firms to make the intended use of the Big Data tools. The business firms neglect to understand the advantages appended with the Big Data tools. The current resources of the business firm mentioned in the big data assignment should be in sync with the Big Data tools and the results accomplished utilizing the instrument. There are issues related with the organizations when they do the successful investigation utilizing Big Data yet neglect to actualize the strategies because of lack of authoritative or human resources [6].

The hidden consumer insights that are uncovered should be channelized in a successful way. There are endless advantages that are related with the Big Data tools. The failure rate of the proposed use of these tools by the business firms is likewise high. It is fundamentally a result of the lack of data scientist and explicit skills expected to utilize the Big Data tools. The traditional database systems that are introduced in the business firms additionally don't bolster the data sets and tremendous volumes related with Big Data. There are additionally loopholes in the strategies characterized by the business associations in the use of the Big Data tools. The information developed in the big data assignment signifies that the requirements evaluation isn't done appropriately which may prompt the powerlessness to utilize the Big Data tools. The utilization of dynamic pricing strategy is one of the ways to accomplish the consumer consideration and keep up the consumer commitment. The utilization of Big Data is incredibly huge to keep up the dynamic pricing strategy. During the peak times, the prices can changes on numerous occasions in a day. The revenues can be overseen suitably when the prices are set keeping all the elements and parameters in sync. The data originating from various sources can be assembled and broke down successfully utilizing the Big Data tools [7]. The innovations in the products offered are one of the favoured strategies by the business associations to have an edge among the competitors. The utilization of consumer investigation has now gotten basic to comprehend the ways in which product innovations can be utilized for the development of the business firm. The Big Data tools can be utilized to break down the consumer desires as far as the product requests.

Results & Discussions
There are gaps in the strategies described by the business relationship in the utilization of the Big Data tools within this big data assignment. The usage of dynamic pricing strategy is one of the ways to achieve the consumer thought and keep up the consumer responsibility. The usage of Big Data is amazingly enormous to keep up the dynamic pricing strategy. During the peak times, the prices can changes on various events in a day. The revenues can be regulated appropriately when the prices are set keeping all the components and parameters in sync. The data beginning from different sources can be amassed and separated effectively using the Big Data tools. The innovations in the products offered are one of the supported strategies by the business relationship to have an edge among the competitors [8]. The use of consumer examination has now gotten essential to understand the ways in which product innovations can be used for the improvement of the business firm. The Big Data tools can be used to separate the consumer wants the extent that the product demands.

The present resources of the business firm ought to be in sync with the Big Data tools and the outcomes achieved using the instrument. There are issues related with the associations when they do the effective examination using Big Data yet disregard to complete the strategies due to lack of legitimate or human resources. The hidden consumer insights that are revealed ought to be channelized in a fruitful way. There are unlimited focal points that are connected with the Big Data tools. The failure rate of the proposed utilization of these tools by the business firms is in like manner high.

Conclusion
The conclusion heading is missing from the research work on big data assignment that is conducted. Rather, the summary is included in the limitations and future research work. These could have been the sub-sections under the conclusion section in the research article of big data assignment. The limitations mentioned in the big data assignment are clearly put across by the authors and are used as the base to define the scope for the future research. The future research prospects could also include regulations and security aspects.

References
[1] S. Erevelles, N. Fukawa, and L. Swayne, “Big Data consumer analytics and the transformation of marketing,” Journal of Business Research, vol. 69, no. 2, pp. 897–904, Feb. 2016.

[2] G. Golik-Gorecka, “Types of Big Data and their Use in Strategies of Marketing,” Marketing i Zarz?dzanie, vol. 49, pp. 43–54, 2017.

[3] M. Lytras, A. Visvizi, X. Zhang, and N. R. Aljohani, “Cognitive computing, Big Data Analytics and data driven industrial marketing,” Industrial Marketing Management, Apr. 2020.

[4] V. Shankar, “Big Data and Analytics in Retailing,” big data assignment NIM Marketing Intelligence Review, vol. 11, no. 1, pp. 36–40, May 2019.

[5] A. Darmody and D. Zwick, “Manipulate to empower: Hyper-relevance and the contradictions of marketing in the age of surveillance capitalism,” Big Data & Society, vol. 7, no. 1, p. 205395172090411, Jan. 2020.

[6] M. Kali?ska-Kula, “The Use of Big Data in Corporate Decision-Making,” Marketing i Zarz?dzanie, vol. 48, pp. 141–153, 2017.

[7] A. Kumar, R. Shankar, and N. R. Aljohani, “A big data driven framework for demand-driven forecasting with effects of marketing-mix variables,” Industrial Marketing Management, Jun. 2019.

[8] R. Ashman and A. Patterson, “Seeing the big picture in services marketing research: infographics, SEM and data visualisation,” Journal of Services Marketing, vol. 29, no. 6/7, pp. 613–621, Sep. 2015.