The Role of Big Data and Digitization in Just-In-Time (JIT) Information Feeding and Marketing

Abstract

Marketing management is racing to keep up with the technological advances that are disrupting how consumers connect and interact with business’ brands. Marketing today needs to design and run an explosion of continuous marketing touchpoints that evolve rapidly. Speed, adaptability, and capability in marketing to balance innovation are crucial to business. Scalability in highly dynamic digital environment is also a key factor in businesses’ competitiveness. Now, modern marketing uses many contemporary software developments. In this paper on the Marketing Science Institute (MSI) Research Priority Two, delivering integrated, real-time, relevant experiences in context, Just-In-Time (JIT) information feeding via agile and lean digital marketing are discussed. How companies continuously innovate using big data and big testing are discussed as future implications for marketing practitioners and researchers. Keywords: agile marketing, big data, innovation, Just-In-Time (JIT), lean marketing