Research on Marketing Transformation Driven by Big Data and Fintech: Case Analysis and Risk

Yuhan Chai

doi:10.54097/ktz3p469

Authors

Yuhan Chai

DOI:

https://doi.org/10.54097/ktz3p469

Keywords:

Big data, Fintech, Marketing transformation, Risk governance

Abstract

This paper focuses on the transformation of marketing by big data and fintech. Through typical cases of beauty, sports brands and financial services, it dissects the practical paths of data-driven marketing, including user profiling construction, predictive marketing implementation and omni-channel integration strategies. At the same time, in combination with typical case events, reveal the information security risks, technical loopholes and third-party compliance risks in digital marketing, and construct a three-dimensional risk governance framework of "technology - system - compliance". The study found that enterprises need to strike a balance between precision marketing and risk control, and achieve sustainable development through technology reinforcement, compliance management and government-enterprise collaboration.

Downloads

Download data is not yet available.

References

[1] Kumar, V., & Mittal, S. (2020). The power of data: How big data is revolutionizing marketing. Journal of Marketing, 84(3), 21-38.

[2] Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97-121.

[3] Li Y., Zheng X., Wang K. (2023) Intelligent marketing from a big data perspective. Internet Weekly, (01):77-79.

[4] Zhang, M. (2024). An empirical study on emotional response thresholds in beauty marketing: Based on the user tag library. Journal of Consumer Behaviour, 43(2), 45-60.

[5] Smith, J. (2024). The impact of scarcity signals on consumer purchase intention in the sports apparel industry: A case study of Nike limited editions. International Journal of Sports Marketing & Sponsorship, 25(3), 112-128.

[6] Wang, K. (2023). A three-stage framework for data-driven marketing: From collection to application. Journal of Marketing Analytics, 11(4), 255-270.

[7] Liu, C. (2025). Risk transmission chains in the data lifecycle: A study on collection, storage, and transmission vulnerabilities. In Proceedings of the 2025 International Conference on Cyber Security and Data Privacy. IEEE, 234-245.

[8] Wang, L. (2025). Permission control models and third-party data risk: An empirical analysis. In Proceedings of the 2025 ACM Workshop on Data and Application Security and Privacy, 88-97.

[9] Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.

[10] Berger, J., Humphreys, A., Ludwig, S., Moe, W. W., Netzer, O., & Schwiedel, K. H. (2020). Uniting the tribes: Using text for marketing insight. Journal of Marketing, 84(1), 1-25.

[11] Martin, K. D., & Murphy, P. E. (2017). The role of data privacy in marketing. Journal of the Academy of Marketing Science, 45(2), 135-155.