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The Individual & Organizational Factors Influencing the Implementation of Data Driven Marketing

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Figure

Figure 1. Schematic overview research process
Figure 2.  Interests to ‘Big Data’ according to Google Trends, retrieved on 16-02-2017
Figure 3.  Schematic overview of the 9 V’s of Big Data, adapted from Owais & Hussain (2016)
Table 2. The 10 major areas in which Big Data is used (Marr, 2015)
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