The concept of Big Data emerged in the early 2000s with advances in data storage and processing. Scholars like Viktor Mayer-Schönberger and Kenneth Cukier popularized it in their 2013 book Big Data: A Revolution That Will Transform How We Live, Work, and Think. In management and marketing, it connects to theories of data-driven decision making and predictive analytics.

Big Data refers to the vast volumes of structured and unstructured information generated by digital devices, social media, sensors, and online transactions. Characterized by the “3Vs” — Volume, Velocity, and Variety (later expanded with Veracity and Value) — Big Data requires advanced analytics, machine learning, and AI to extract insights that traditional methods cannot.

In marketing and management, Big Data transforms decision-making processes by allowing organizations to predict trends, understand consumer behavior, optimize operations, and personalize communication. It bridges quantitative analysis with strategic foresight, supporting innovation and competitiveness.

Companies like Amazon and Netflix use Big Data analytics to recommend products and content, improving user engagement and loyalty. In sustainable business, Big Data helps firms monitor environmental impact, optimize supply chains, and support ESG reporting through real-time data tracking.