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Information Sciences Letters

Information Sciences Letters

Abstract

The study aimed at evaluating the applications of big data analytics in enhancing the transformation of the global economy. The sample for this study consisted of consultants who are familiar with big data and transformation in marketing. A total of 396 consultants were sent the study questionnaire to participate in the online survey, of which 118 participants commenced the survey. Companies need such input because only half of them create business events and only a quarter calculate key performance indicators such as profitability. One can only wonder whether there is in fact a wide demand for this classification. From a realistic point of view, it may not matter whether the change is radical or transformative, the real impact is more important. Furthermore, the anticipated increase in post-purchase boost is in line with previous studies which mention that companies can offer precise customer service using the new interface. Findings are not astounding as we see such modifications taking place. The popularity of mobile and social applications facilitates customers to access product and service information in a variety of ways when needed, which further augments their product and service awareness. This study shows increased expectations for the use of automation and self-service communication between institutions and customers. The results assured that businesses need such input to be a starting point for firms to verify their business issues.

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