Big data and distributed computing: Transforming marketing through real-time customer data platforms
Year: 2025
Type: article
Abstract: Big data and distributed computing technologies transform marketing through real-time customer data platforms (CDPs). Platforms unify first-party data from diverse digital touchpoints into comprehensive customer profiles that can be activated instantly across channels. Technical foundations of CDPs include distributed computing frameworks, stream processing technologies, and identity resolution capabilities that support real-time data management at scale. Sophisticated customer segmentation and personalization technologies create relevant experiences delivered at the moment of interaction. Emerging trends highlight artificial intelligence integration, privacy-preserving computation, and engagement-focused marketing approaches while balancing personalization expectations and privacy considerations.
Author: Gowri Shankar Ravindran
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411255220