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

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.