Prerequisites for Using Big Data to Innovate in Marketing Activities

By using big data, companies can be accurately informed about future market trends and customer preferences. Accordingly, innovate in marketing activities. However, to take advantage of this new technology in marketing, elements and factors are needed. In this regard, the current study has identified the necessary Prerequisites for using big data to innovate in marketing activities. the methodology of current research is a qualitative method by getting interviews and using content analysis. The subjects were 18 experts in the fields of data science that were selected by purposeful sampling method. By analyzing the interviews, 6 main concepts and 17 sub-concepts were identified. The results showed that antecedents for using big data in marketing activities are data-driven culture, data-driven skills, data-driven systems creation, dynamic resources provision, data-driven marketing capabilities, and support and perception CEOs. The results of this study can be used to assess the readiness to use big data in the marketing activities of organizations to develop and improve products and services and better experience for their customers.