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The digital transformation of business. Towards the datafication of the relationship with customers

2020; Elsevier BV; Volume: 162; Linguagem: Inglês

10.1016/j.techfore.2020.120339

1873-5509

Cristina Rovira, Jesús Álvarez Valdés, Gemma Molleví, Rubén Nicolás-Sans,

Digital Transformation in Industry

Research presents an analysis of the most recent literature focused on digital transformation in business with special emphasis on the area of marketing. Within the framework of the changes that characterize the digital revolution in the Information Society, the use of Big Data is presented as the most important challenge and innovation of recent years. The use of massive data, only accessible to the largest companies, is seen as an effective tool for building customer loyalty by using data generated by the customers themselves to predict their behavior as consumers. However, this same use of data also raises ethical questions which should be explored.