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p. 756. Big data, big businesslocked

  • Dawn E. Holmes


Since the use of computers became feasible in commercial enterprise, there has been interest in using computers to improve efficiency, cut costs, and generate profits. When IBM launched the IBM-PC in 1981, with the use of floppy disks for data storage, the idea really took off for business, but it was the widespread adoption of the Internet that made e-commerce a practical proposition. ‘Big data, big business’ considers pay-per-click advertising, cookies, targeted advertising, recommender systems, and collaborative filtering used by a wide range of businesses. Alongside the analysis of business practices it provides case studies on Amazon and Netflix, each highlighting different features of marketing using big data.

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