@article {1970896,
	title = {Demystifying big data analytics through the lens of marketing mix},
	journal = {Big Data Research},
	volume = {2},
	year = {2015},
	month = {2015},
	pages = {28-32},
	keywords = {BIS, Business Analytics},
	author = {Fan,Shaokun and Lau,R. and Zhao,J. L.}
}