Proposing a Model for Creating Vale from Big Data with a Meta-synthesis Approach

The increasing data resulting from the users' activity in the internet, social networks, cloud computing, sensors, and mobile phones has created a large mass of marketing big data. The continuous processing of this data aiming to understand the fundamental relationships, frameworks, and models has become a necessity. This paper investigates the functions of big data in marketing, and it tries to propose a model for this purpose by meta-synthesis. In this research, 47 resources were identified and prioritized by studying the applications of big data in marketing. The model extracted from the research findings can be classified into four areas: the strategic value of big data in marketing, the informational value, the generation and regeneration process, and the model nucleus. Accordingly, the strategic value of big data is studied at the first layer. Also, the increased awareness, intellectual decision making, improvement of competitive positions, etc, are raised at this layer. This layer can affect the second level i.e.the informational value, and finally, it will exert its effect on the process of generation and regeneration of big data in marketing decisions and policies in a synergetic process. The effects of this model can influence the process of customer retention and attraction that can be referred to as the model nucleus.