Digital loyalty card ‘big data’ and small business marketing: Formal versus informal or complementary?
研究小企业使用Tesco Clubcard数据后，发现正式数据与非正式市场直觉互补，提升了营销规划的结构和精确性，并鼓励员工参与。
This article proposes that a complementary relationship exists between the formalised nature of digital loyalty card data, and the informal nature of small business market orientation. A longitudinal, case-based research approach analysed this relationship in small firms given access to Tesco Clubcard data. The findings reveal a new-found structure and precision in small firm marketing planning from data exposure; this complemented rather than conflicted with an intuitive feel for markets. In addition, small firm owners were encouraged to include employees in marketing planning.