| Abstrakt: |
Introduction: In order to understand what drives the interest and engagement in the usage of big data in marketing, its knowledge on assessing its marketing impact in online retailing is comprehensively significant. With the recent trends in digital marketing, business students and marketing practitioners around the globe are trying to get the best for further enhancing the economy. Thereby, the current review paper aims to assess the leveraging of data-driven personas in the era of big data and its marketing impact in online retailing (e-commerce), in particular to India. Review of Literature: The review of the literature explored and highlighted the genesis of big data and the concept of persona. Further, the studies were explored which studied the impact of data-driven personas in e-commerce. Findings: By reviewing the assessment and advantages elucidated in the previous related studies and also with those professionals who work on these large-scale online data, there is formulation of the use of personas which are data-driven. Substantially, personas which are driven digitally and tries capturing and covering the customer base attribution to representation of data in aggregated form while retaining the interpretability of analytics at individual level. Implications: The current review paper contemplates how the digitally based personas which are data-driven draws from the technologically based advancements to remedify the concerns put forward by practitioners and scholars, including the inconsistency problem, persona validation, and long development times. [ABSTRACT FROM AUTHOR] |
