Opportunities for and Pitfalls of Using Big Data in Advertising Research

Research output: Contribution to journalArticle

Abstract

This editorial introduces the special section on big data. We define big data by examining how it is, or will be, created in advertising environments. We propose a conceptual framework for understanding the different types of digital advertising touch points that create big data, and use the framework for identifying research opportunities. We discuss the types of research questions that big data can inform, including developing and testing theories, identifying insights, and optimizing the delivery of messages. New methods that advertisers will need to use big data are identified. Recommendations are provided for how to think about and approach big data. Using the framework, we identify specific opportunities for advertising researchers to use big data. We also discuss pitfalls in using big data.

Original languageEnglish
Pages (from-to)227-235
Number of pages9
JournalJournal of Advertising
Volume46
Issue number2
DOIs
StatePublished - Apr 3 2017

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data
Big data
Conceptual framework
advertising
Marketing
research
editorial
scientist
environment
theory
method
Testing

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

Cite this

Opportunities for and Pitfalls of Using Big Data in Advertising Research. / Malthouse, Edward C.; Li, Hairong.

In: Journal of Advertising, Vol. 46, No. 2, 03.04.2017, p. 227-235.

Research output: Contribution to journalArticle

Malthouse, Edward C.; Li, Hairong / Opportunities for and Pitfalls of Using Big Data in Advertising Research.

In: Journal of Advertising, Vol. 46, No. 2, 03.04.2017, p. 227-235.

Research output: Contribution to journalArticle

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