Business challenges and research directions of management analytics in the big data era

Abstract

Big data analytics have been embraced as a disruptive technology that will reshape business intelligence, particularly marketing intelligence, which has have traditionally relied on market surveys to understand consumer behavior and product design. In this paper, we investigate how big data analytics will affect the landscape of business intelligence, leading to big data intelligence. Rooted in the recent literature, we delineate business opportunities and managerial challenges brought forward by the emergence of big data analytics and outline a number of research directions in big data intelligence for business.