Today, large amounts of data flow within all businesses by collecting data from different sources in different databases. Big data analytics can be utilized and create value for businesses in a way that was not previously possible with the help of new tools, models and knowledge. This is something that has contributed to marketing becoming data driven and digital. Therefore, the connections between big data analytics in data driven decision making and how value is created within marketing processes are investigated in this qualitative study. This has been done by examining different IT-reliant work systems and how they interact with each other. In this study, the various IT-reliant work systems are referred to as suppliers, which are the support processes, and users, which are the main processes.
The study has been based on five theories that can help answer the research question with their frameworks and explanations. The theories help the study present concepts that are relevant to draw conclusions. Together, they explain how an IT-reliant work system is structured, how value is created through big data analytics, which components a decision consists of, how big data contribute to decision making, and the connection between big data, marketing analytics and marketing capabilities. These theories are used to analyze the data collection that has taken place through semi-structured interviews.
The identified conclusions are that there is a connection between big data analytics in data driven decision making and how value is created in marketing processes. There are improvement points in the area to be able to create even more value, which is suggested in the last section of the study. There is also evidence of how different IT-reliant work systems work together in big data analytics and marketing today, but there are also opportunities to develop.