Date of Award

Spring 5-5-2020

Degree Type


Degree Name

Master of Science in Information Technology (MSIT)


Information Technology

Committee Chair/First Advisor

Dr. Meng Han


The effectiveness of data and data providers in marketing has created a hype in the marketing world. Businesses often face a divided approach because of the increasing volume of data collected through a variety of data channels. This results in marketers often facing problems in acquiring precise market data for analysis. The correct techniques and knowledge required to integrate all the available sources for acquiring proper analytical results are yet to be specifically known. There is no universally accepted technological methodology when it comes to integrating data sources for market analysis, but there are a few business concepts that can help marketers attain proper analytical conclusions. The worthiness of any business can be calculated by its growth chart along with the actual assessment for its position and needs which is based on its user’s usage data. The real test for the business is to stand out because is most likely to create an imbalance amongst the professionals, internal and external stakeholders, vendors, and customers. Robust crisis marketing strategies are required by businesses to support the need for their customers and stay up to date with the facts and numbers. In these unprecedented times, it is crucial for businesses to have a solid insight into the customer satisfaction data gathered during the high success period. Analyzing them would help us in flattening the curve.

The purpose of this study is to identify the integration of market data sources which can explain the value of data and integration to organizations for achieving better results in customer satisfaction and engagement. Examining trends followed by businesses to cope with the situation can provide a better insight to stay prepared at the time of need. Social Media comes to the rescue by providing the capability of reaching numerous users in a few clicks. Analyzing social media data can enlighten the beginning facts requiring focus for the businesses.


With the concept of data-driven marketing, the importance, and challenges faced by marketers to integrate multiple data sources is discussed. The concepts of integrated data sources is explained using a case study with the perspective of customer satisfaction in the travel industry.