Big data and distributed computing: Transforming marketing through real-time customer data platforms

Ravindran, Gowri Shankar (2025) Big data and distributed computing: Transforming marketing through real-time customer data platforms. World Journal of Advanced Engineering Technology and Sciences, 15 (3). pp. 1144-1150. ISSN 2582-8266

Big data and distributed computing technologies transform marketing through real-time customer data platforms (CDPs). Platforms unify first-party data from diverse digital touchpoints into comprehensive customer profiles that can be activated instantly across channels. Technical foundations of CDPs include distributed computing frameworks, stream processing technologies, and identity resolution capabilities that support real-time data management at scale. Sophisticated customer segmentation and personalization technologies create relevant experiences delivered at the moment of interaction. Emerging trends highlight artificial intelligence integration, privacy-preserving computation, and engagement-focused marketing approaches while balancing personalization expectations and privacy considerations.