Opportunities for and Pitfalls of Using Big Data in Advertising Research
本文提出一个概念框架来理解广告环境中产生大数据的数字触点，并据此识别研究机会，讨论大数据能回答的研究问题、所需新方法以及使用中的陷阱。
This editorial introduces the special section on big data. We define big data by examining how it is, or will be, created in advertising environments. We propose a conceptual framework for understanding the different types of digital advertising touch points that create big data, and use the framework for identifying research opportunities. We discuss the types of research questions that big data can inform, including developing and testing theories, identifying insights, and optimizing the delivery of messages. New methods that advertisers will need to use big data are identified. Recommendations are provided for how to think about and approach big data. Using the framework, we identify specific opportunities for advertising researchers to use big data. We also discuss pitfalls in using big data.