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Book chapters (2019), Marketing In a Digital World, Emerald, 16, pp. 63-84

Big and Lean Is Beautiful: A Conceptual Framework for Data-Based Learning in Marketing Management

SOYER E., PAUWELS K., SEGGIE Steven

While Big Data offer marketing managers information that is high in volume, variety, velocity, and veracity (the 4Vs), these features wouldn’t necessarily improve their decision-making. Managers would still be vulnerable to confirmation bias, control illu

SOYER, E., PAUWELS, K. and SEGGIE, S. (2019). Big and Lean Is Beautiful: A Conceptual Framework for Data-Based Learning in Marketing Management. In: Marketing In a Digital World. 1st ed. Emerald, pp. 63-84.