Abstract:

Marketing researchers have witnessed an explosion of promises that big data will dramatically improve business performance. What is the role of traditional marketing researchers in big data? This presentation provides a methodology and case study example that fuses marketing research and data science to deliver greater insights than could be achieved with either big data only or with survey data only. The case study suggests that survey research can contribute to predictive modeling through combining methods derived from, on the one hand, survey data and marketing science and, on the other hand, big data and data science. Finally, adding interactive GIS mapping and data visualisation and charting, using open-source tools, provides a visual vehicle to effectively communicate the insights.