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B2B analytics in the airline market: Harnessing the power of consumer big data

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journal contribution
posted on 26.02.2020, 12:27 by Chris Holland, Sabrina C Thornton, Peter Naudé
This paper utilizes market-level data to explore the relative performance of individual companies amongst defined competitors. We show the potential of using consumer clickstream data, an important type of big data, to create a new set of B2B analytical frameworks. In the markets where complex interactions between competitors, search intermediaries and consumers create a network, B2B relationships can be inferred from consumer search patterns, and can then be modeled to gauge the online performance. A commercial dataset from ComScore's US panel of one million users is used to illustrate a new approach to measure and evaluate the online performance of competitors in the US airline market. The methodology and associated performance framework demonstrate the potential for new forms of market intelligence based on the visualization of market networks, online performance calculated from matrix algorithms, the measurement of the impact of search intermediaries, and the identification of latent relationships. This research makes theoretical and empirical contributions to the debate on the use of big data for B2B market analytics. B2B managers can use this approach to extend their network horizon from an egocentric to a network view of competition and map out their competitive landscape from the perspective of the customer.

History

School

  • Business and Economics

Department

  • Business

Published in

Industrial Marketing Management

Volume

86

Pages

52-64

Publisher

Elsevier BV

Version

VoR (Version of Record)

Rights holder

© The Authors

Publisher statement

This is an open access article under the CC BY license (http://creativecommons.org/licenses/BY/4.0/).

Acceptance date

04/11/2019

Publication date

2019-12-14

Copyright date

2019

ISSN

0019-8501

Language

en

Depositor

Prof Chris Holland. Deposit date: 25 February 2020

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