Cloud and Big Data Management: Integration into Marketing…

Integrating cloud technologies and Big Data into marketing strategies is becoming an important area for companies seeking to adapt to rapidly changing market conditions and increasing competition. The article examines the impact of cloud technologies on big d…

Integrating cloud technologies and Big Data into marketing strategies is becoming an important area for companies seeking to adapt to rapidly changing market conditions and increasing competition. The article examines the impact of cloud technologies on big data management, including storage, processing and analysis, as well as their role in the transformation of marketing. Innovative solutions based on Big Data provide the ability to segment audiences, personalize customer experience and predict consumer behavior with high accuracy.

Cloud technologies provide flexibility, scalability and cost-effectiveness in processing large amounts of data, which makes them a key component of modern marketing strategies. The authors explore the practical aspects of integration, describe the benefits, such as improved analytics, cost optimization and acceleration of the decision-making process. Challenges are also discussed, including data security issues and the need for specialist training.

Based on the analysis, recommendations are offered for the effective implementation of cloud solutions and big data analytics in marketing strategies. It is argued that the integration cloud technologies and big data is not just technological trend, but a necessity for companies seeking to adapt to the digital transformation of the market, and the successful integration of these technologies contributes to increased business profitability.

This is a preview of subscription content, log in via an institution to check access. El-Kalana, G., Akroush, S., Al-Qarra, S., Fattah, O.A., Ahmad, M.: Anthropometric and physical indicators among Jordanian female soccer according to playing position. Retos 65, 749–761 (2025). https://doi.org/10.47197/retos.v65.111502 Vasudevan, A., et al.: Divided square divisor cordial and Fibonacci prime labeling of theta graphs in Python.

Appl. Math. Inf. Sci. 19(1), 149–159 (2025). https://doi.org/10.18576/amis/190113 Braik, M., Al-Betar, M.A., Mahdi, M.A., Al-Shalabi, M., Ahamad, S., Saad, S.A.: Enhancement of satellite images based on CLAHE and augmented elk herd optimizer. Artif. Intell. Rev. 58(2) (2025). https://doi.org/10.1007/s10462-024-11022-8 Al-Natoor, A., Alrimawi, F.: Numerical radius inequalities involving 2 × 2 block matrices.

Eur. J. Pure Appl. Math. 18(1) (2025). https://doi.org/10.29020/nybg.ejpam.v18i1.5597 Aldaaja, Y., et al.: Quantifying the managerial and practical benefits of cloud computing on information security in higher education institutions. Appl. Math. Inf. Sci. 19(1), 15–24 (2025). https://doi.org/10.18576/amis/190102 Natoor, A.A.L., Alrimawi, F.: Singular value inequalities for concave and convex functions of matrix sums and products.

Eur. J. Pure Appl. Math. 18(1), 5689 (2025) Al-Habies, F.A.M., et al.: Technology engagement in enhancing memory functionality in elderly care centers. J. Educ. Health Promot. 14(1) (2025). https://doi.org/10.4103/jehp.jehp_455_24 Hammad, S., Saqr, S.A.: The impact of using a step-counting wristband on promoting physical activity before and during the blessed month of Ramadan. An-Najah Univ. J. Res.

B 39(2), 103–114 (2025). https://doi.org/10.35552/0247.39.2.2323 Hussein, A.: The limits of the postcolonial theory in the Caribbean context: ‘nearing forty’ as a case study. Int. J. Arab. Stud. 25(1), 1–16 (2025). https://doi.org/10.33806/ijaes.v24i2.513 Alshareef, B.E., Alfuqaha, O.A., Maali, I.B., Amer, K.: Validation and assessment of the Arabic psychological first aid scale among physicians, nurses, and counselors in Jordan.

BMC Psychol. 13(1) (2025). https://doi.org/10.1186/s40359-025-02428-2 Jaradat, S., Elhenawy, M., Paz, A., Alhadidi, T.I., Ashqar, H.I., Nayak, R.: A cross-cultural crash pattern analysis in the United States and Jordan using BERT and SHAP. Electronics 14(2) (2025). https://doi.org/10.3390/electronics14020272 Owida, H.A., Al-Nabulsi, J., Turab, N., Al-Ayyad, M., Al Hawamdeh, N., Alshdaifat, N.: Advancement in self-powered implantable medical systems.

Bull. Electr. Eng. Inform. 14(1), 560–567 (2025). https://doi.org/10.11591/eei.v14i1.5881 Iskandarani, M.Z.: Effect of adaptive intelligent reflective surfaces on SINR in a wireless communication system. J. Commun. 20(1), 1–11 (2025). https://doi.org/10.12720/jcm.20.1.1-11 Iskandarani, M.Z.: Effect of intelligent reflecting surface on WSN communication with access points configuration. IEEE Access 13, 13380–13394 (2025).

https://doi.org/10.1109/ACCESS.2025.3531637 Alkhrissat, T., Matarneh, S.: Impact of anaerobic co‑digestion of ryegrass (RG) and cow manure (CM) on methane production and kinetic analysis. Results Eng. 25 (2025). https://doi.org/10.1016/j.rineng.2025.104028 Singh, M., Abd El-Mottaleb, S.A., Atieh, A., Ahmed, H.Y., Zeghid, M., Nisar, K.S.: Indoor VLC system based on tri color laser diodes, dual polarization states, and OAM beams.

Alex. Eng. J. 114, 342–352 (2025). https://doi.org/10.1016/j.aej.2024.11.096 Elkhouly, M., Alhadidi, T., Rakha, H.: Modeling traffic vehicular counts at an urban intersection using complex seasonal modeling techniques. KSCE J. Civ. Eng. 29(1) (2025). https://doi.org/10.1016/j.kscej.2024.100040 Abu Owida, H., Al-Nabulsi, J.I., Turab, N., Al-Ayyad, M., Al Hawamdeh, N., Alshdaifat, N.: Narrative review of the literature: application of mechanical self powered sensors for continuous surveillance of heart functions.

Int. J. Electr. Comput. Eng. 15(1), 243–251 (2025). https://doi.org/10.11591/ijece.v15i1.pp243-251 Kamal, M.M., Zain Ul Abideen, S., Al-Khasawneh, M.A., Alabrah, A., Sohail Ahmed Larik, R., Irfan Marwat, M.: Optimizing secure multi-user ISAC systems with STAR-RIS: a deep reinforcement learning approach for 6G networks. IEEE Access 13, 31472–31484 (2025). https://doi.org/10.1109/ACCESS.2025.3542607 Owida, H.A., Al-Nabulsi, J.I., Al-Ayyad, M., Turab, N., Alshdaifat, N.: Perspective on the applications of terahertz imaging in skin cancer diagnosis.

Int. J. Electr. Comput. Eng. 15(1), 1242–1250 (2025). https://doi.org/10.11591/ijece.v15i1.pp1242-1250 Owida, H.A., Al-Nabulsi, J.I., Turab, N.M., Al-Ayyad, M., Alazaidah, R., Alshdaifat, N.: Progression of polymeric nanostructured fibres for pharmaceutical applications. Bull. Electr. Eng. Inform. 14(1), 409–420 (2025). https://doi.org/10.11591/eei.v14i1.7315 Abutahoun, A., Alhadidi, T., Saada, N., Abutahoun, B.: Queue length estimation for signal controlling in a connected environment.

Expert Syst. Appl. 273 (2025). https://doi.org/10.1016/j.eswa.2025.126900 Aldabbas, A., Baniata, L.H., Alsaaidah, B.A., Mustafa, Z., Alali, M., Rateb, R.: Artificial intelligence-driven method for the discovery and prevention of distributed denial of service attacks. IAES Int. J. Artif. Intell. 14(1), 614–628 (2025). https://doi.org/10.11591/ijai.v14.i1.pp614-628 Alnsour, Y., Alsharo, M., Al-Essa, M., Smerat, A.: AI-powered election insights: predicting the 2024 Trump vs.

Kamala election showdown with machine learning. J. Intell. Syst. Internet Things 15(1), 185–197 (2025). https://doi.org/10.54216/JISIoT.150116 Abashes, G.M., Elshqeirat, B., Abu-Shareha, A.A., Alshraideh, M.: Beyond the noise: unveiling meaningful patterns in mobile payment data using fuzzy logic and SVM. J. Theor. Appl. Inf. Technol. 103(1), 266–284 (2025). [Online]. Available: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85216275340&partnerID=40&md5=2ad931a953459a4da57ec5abbad4bacb Abualhaj, M.M., Hiari, M.O., Alsaaidah, A., Al-Zyoud, M.M.: Comparative analysis of whale and Harris Hawks optimization for feature selection in intrusion detection.

Indones. J. Electr. Eng. Comput. Sci. 37(1), 179–185 (2025). https://doi.org/10.11591/ijeecs.v37.i1.pp179-185 Abualhaj, M.M., Shambour, Q.Y., Abu-Shareha, A.A., Al-Khatib, S.N., Amer, A.: Enhancing malware detection through self-union feature selection using gray wolf optimizer. Indones. J. Electr. Eng. Comput. Sci. 37(1), 197–205 (2025). https://doi.org/10.11591/ijeecs.v37.i1.pp197-205 Rateb, R., Abualhaj, M.M., Alsaaidah, A., Alsharaiah, M.A., Shorman, A., Thalji, N.J.: Exploring the dynamics of providing cognition using a computational model of cognitive insomnia.

IAES Int. J. Artif. Intell. 14(1), 92–101 (2025). https://doi.org/10.11591/ijai.v14.i1.pp92-101 Vasudevan, A., et al.: Redefining realities: AI’s cost-efficient revolution in Indian cinema’s VFX landscape. Appl. Math. 19(1), 171–182 (2025) Vasudevan, A., et al.: Unlocking insights of fuzzy mathematics for enhanced predictive modelling. Appl. Math. 19(1), 49–60 (2025) Makhadmeh, S.N., Fraihat, S., Awad, M., Sanjalawe, Y., Al-Betar, M.A., Awadallah, M.A.: A crossover-integrated marine predator algorithm for feature selection in intrusion detection systems within IoT environments.

Internet Things (The Netherlands) 31 (2025). https://doi.org/10.1016/j.iot.2025.101536 Mansour, A., Al-Ahmed, H., Deek, A., Alshaketheep, K., Asfour, B., Alshurideh, M.: Advancing sustainable practices in electronic customer relationship management. Int. Rev. Manag. Mark. 15(1), 1–8 (2025). https://doi.org/10.32479/irmm.17346 Mansour, A., Al-Ahmed, H., Deek, A., Alshaketheep, K., Asfour, B., Alshurideh, M.: Advancing sustainable practices in electronic customer relationship management.

Int. Rev. Manag. Mark. 15(1), 1–8 (2025) Mohammad, S.I., Al-Daoud, K., Al Qraini, B., Khanfar, I.A.A., Vasudevan, A.: Analysis of methods for predicting life of metallurgical machines under cyclic loading. Appl. Math. Inf. Sci. 19(2), 449–455 (2025). https://doi.org/10.18576/amis/190218 Halteh, K.: Does size matter? Analysing the financial implications of COVID-19 on SMEs and large companies using a hybrid methodology.

J. Stat. Theory Appl. 1–19 (2025) Iftikhar, A., et al.: Evaluating inclusivity and fairness of AI recruitment tools for hiring people with disabilities in the United Arab Emirates (UAE). Data Metadata 4 (2025). https://doi.org/10.56294/dm2025487 Hassan, Y., et al.: Exploring the mediating role of information security culture in enhancing sustainable practices through integrated systems infrastructure.

Sustainability 17(2) (2025). https://doi.org/10.3390/su17020687 Al-Qerem, A., et al.: Feature selection in socio-economic analysis: a multi-method approach for accurate predictive outcomes. Int. J. Crowd Sci. 9(1), 64–78 (2025). https://doi.org/10.26599/IJCS.2023.9100035 Al-Dmour, R., Al-Dmour, H., Basheer Amin, E., Al-Dmour, A.: Impact of AI and big data analytics on healthcare outcomes: an empirical study in Jordanian healthcare institutions.

Digit. Health 11, 20552076241311052 (2025) Abdelfattah, F., Salah, M., Dahleez, K., Darwazeh, R., Halbusi, H.A.: Public policy and sustainability: how green core competence, government trust, and policy satisfaction influence green R&D investments in the private sector. Sustain. Futures 9 (2025). https://doi.org/10.1016/j.sftr.2025.100461 Al-Momani, A.M., Ramayah, T.: Adoption of artificial intelligence in education: a systematic literature review.

In: Al-Sharafi, M.A., Al-Emran, M., Tan, G.W.-H., Ooi, K.-B. (eds.) Current and Future Trends on Intelligent Technology Adoption. Studies in Computational Intelligence, pp. 117–135. Springer Nature Switzerland, Cham (2024) Al-Momani, A.M., Ramayah, T.: Analyzing EHR technology adoption: a comparative review of the technology acceptance model in different economic contexts. In: Studies in Computational Intelligence.

Springer Nature Switzerland (2025) Al-Momani, A., et al.: Trends in cybersecurity: a comprehensive bibliometric review. In: Studies in Computational Intelligence (2025) Al-Momani, A.M.: Artificial intelligence and industry 4.0: catalysts for sustainable organizational development. In: Studies in Computational Intelligence, Jan 2025, pp. 231–245 Al-Momani, A.M., Ramayah, T., Al-Sharafi, M.A.: Exploring the impact of cybersecurity on using electronic health records and their performance among healthcare professionals: a multi-analytical SEM-ANN approach.

Technol. Soc. 77, 102592 (2024). https://doi.org/10.1016/j.techsoc.2024.102592 Al-Hawary, S.I.S., et al.: Innovation through intelligence: mapping the adoption of artificial intelligence with bibliometric methods. In: Studies in Computational Intelligence (2025) Al-Momani, A.M., Al-Sharafi, M.A., AL Jarrah, M.A., Hijaeen, O.W.: Is big data adoption shaping business landscapes? An overview of current hotspots and future trends.

Data Metadata 4, 536 (2025). https://doi.org/10.56294/dm2025536 Al-Momani, A.M., Ramayah, T.: Predicting the behavioural intention of Jordanian healthcare professionals to use blockchain-based EHR systems: an empirical study. J. Syst. Manag. Sci. 13(4), 107–139 (2023). https://doi.org/10.33168/JSMS.2023.0407 Al-Momani, A.M., et al.: The influence of cybersecurity leadership on the resilience of Jordanian businesses: a study on the role of cybersecurity measures in entrepreneurial success.

In: Musleh Al-Sartawi, A.M.A., Aydiner, A.S., Kanan, M. (eds.) Business Analytical Capabilities and Artificial Intelligence-Enabled Analytics: Applications and Challenges in the Digital Era, Volume 2. Studies in Computational Intelligence, vol. 1152, pp. 1–15. Springer, Cham (2024) Aityassine, F.L.Y., et al.: The relationship between leadership agility and entrepreneurial resilience among Jordanian small and medium-sized enterprises (SMEs).

In: Musleh Al-Sartawi, A.M.A., Aydiner, A.S., Kanan, M. (eds.) Business Analytical Capabilities and Artificial Intelligence-Enabled Analytics: Applications and Challenges in the Digital Era, Volume 2. Studies in Computational Intelligence, vol. 1152, pp. 17–31. Springer, Cham (2024) Al-Momani, A., Ramayah, T.: The UTAUT model in understanding EHR adoption: a systematic review. In: Hannoon, A., Mahmood, A.

(eds.) Intelligence-Driven Circular Economy, pp. 179–194. Studies in Computational Intelligence. Springer, Cham (2025) Al-Adwan, A.S., Yaseen, H., Alkkhwaldi, A.F., Jafar, R.M.S., Fauzi, M.A., Abdullah, A.: Treasure hunting for brands: metaverse marketing gamification effects on purchase intention, WOM, and loyalty. J. Glob. Mark. (2025). https://doi.org/10.1080/08911762.2025.2463897 Yaseen, H., Ayoub, M.A.-S., Hattar, C., Al-Adwan, A.S., Alsoud, M.: Factors influencing meta-banking adoption: an empirical study.

J. Financ. Report. Account. (2024). https://doi.org/10.1108/JFRA-12-2023-0765 Balhareth, H., Al-Adwan, A.S., Alsoud, A.R., Abd-Aljaber, O., Al-Rahmi, W.M., Urbaníková, M.: Journey into meta-commerce: unveiling the driving forces of consumer adoption. Glob. Knowl. Mem. Commun. (2024). https://doi.org/10.1108/GKMC-05-2024-0307 Abueid, A.I., et al.: Digital finance and Fintech innovations towards disrupting finance innovation.

In: Studies in Computational Intelligence. Springer International Publishing (2025) Aburub, F.A.F., et al.: Impact of knowledge management systems on customer perspective. In: Musleh Al-Sartawi, A.M.A., Nour, A.I. (eds.) Artificial Intelligence and Economic Sustainability in the Era of Industrial Revolution 5.0, pp. 1137–1151. Studies in Systems, Decision and Control, vol. 528. Springer, Cham (2024) Alkhawaldeh, M.M.K., et al.: The impact of artificial intelligence on talent acquisition strategies in Jordanian technology startups.

In: Musleh Al-Sartawi, A.M.A., Aydiner, A.S., Kanan, M. (eds.) Business Analytical Capabilities and Artificial Intelligence-Enabled Analytics: Applications and Challenges in the Digital Era, Volume 1, pp. 309–323. Studies in Computational Intelligence. Springer, Cham (2024) Mohammad, A.A.S., et al.: Islamic banks as drivers of sustainable economy in agribusiness (2025) Mohammad, A.A.S., et al.: A Bibliometric Study on the Impact of Internet of Things (IoT) on Supply Chain Management (2025) Mohammad, A.A.S., et al.: Digital Governance and Its Impact on Digital Entrepreneurship (2025) Mohammad, A.A.S., et al.: Impact of Internal Marketing Practices on the Intention to Stay (2025) Mohammad, A.A.S., et al.: Artificial Intelligence and Customer Relationship Management: A Bibliometric Synthesis (2025) Mohammad, A.A.S., et al.: Leveraging E-Human Resources Management Practices to Drive Business Intelligence: A Strategic Approach to Workforce Innovation (2025) Alkhawaldeh, M.M.K., et al.: Developing a framework for predicting HR analytics adoption based on the TOE model: an empirical study in emerging economies.

In: Studies in Computational Intelligence (2025) Al-Majali, R.T., et al.: Competitive advantage through analytical capabilities: an examination of the relationship between business analytics capabilities and competitiveness of Jordanian SMEs. In: Musleh Al-Sartawi, A.M.A., Nour, A.I. (eds.) Artificial Intelligence and Economic Sustainability in the Era of Industrial Revolution 5.0, pp. 1165–1178.

Studies in Systems, Decision and Control. Springer, Cham (2024) Al-Shorman, H.M., et al.: Evaluating artificial intelligence integration in education through integrating TAM and S-O-R. In: Studies in Computational Intelligence. Springer International Publishing (2025) Alshurideh, M.T., et al.: Analysing the impact of online journey determinants on customer digital engagement: an empirical study in Jordan.

In: Musleh Al-Sartawi, A.M.A., Nour, A.I. (eds.) Artificial Intelligence and Economic Sustainability in the Era of Industrial Revolution 5.0. Studies in Systems, Decision and Control, pp. 1109–1122. Springer, Cham (2024) Mohammad, A.A.S., et al.: Enhancing Customer Loyalty Through Electronic Service Quality: Unveiling the Key Drivers of Electronic Engagement and Retention (2025) Mohammad, A.A.S., et al.: The Role of Digital Currency in Modernizing Financial Transactions: Perspectives from Banking Sector (2025) Mohammad, A.A.S., et al.: The Role of Big Data Characteristics in Forensic Accounting: A Study of Financial Fraud Detection in Fintech Firms (2025) Mohammad, A.A.S., et al.: The Role of Digital Payment Solutions in Financial Inclusion: An Exploratory Study in Banking Sector (2025) Mohammad, A.A.S., et al.: Examining the Role of Strategic Intelligence in Enhancing the Quality of Strategic Decision-Making (2025) Mohammad, A.A.S., et al.: Impact of Digital Marketing on the Mental Image of Telecom Companies’ Customers (2025) Mohammad, A.A.S., et al.: Bibliometric Insights into the Adoption of Cryptocurrencies in Financial Services Management (2025) Mohammad, A.A.S., et al.: From Concept to Cart: How Product Innovation Influences Purchase Intention Among Consumers (2025) Mohammad, A.A.S., et al.: Fueling Product Innovation: The Transformative Role of Organizational Learning in Competitive Markets (2025) Mohammad, A.A.S., et al.: Exploring Sustainable Marketing Orientation: Towards a Better Quality of Life (2025) Mohammad, A.A.S., et al.: The Impact of Customers’ Perception of Corporate Social Responsibility on Customer Retention (2025) Mohammad, A.A.S., et al.: Risk Management in Accounting: A Comprehensive Bibliometric Assessment (2025) Al-Ababneh, H.A.: Information technologies and their impact on electronic marketing.

E3S Web Conf. 474 (2024). https://doi.org/10.1051/e3sconf/202447402010 Al-Ababneh, H.A.: Researching global digital E-marketing trends. East.-Eur. J. Enterp. Technol. 1(13(115)), 26–38 (2022). https://doi.org/10.15587/1729-4061.2022.252276 Al-Ababneh, H.A., Alrhaimi, S.A.S.: Modern approaches to education management to ensure the quality of educational services. TEM J. 9(2), 770–778 (2020). https://doi.org/10.18421/TEM92-46 Al-Ababneh, H.A., Amayreh, K.T.: Optimal advertising methods and creating investment confidence.

Acad. Account. Financ. Stud. J. 25(5), 1–13 (2021). [Online]. Available: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85109460279&partnerID=40&md5=d2d0c251186aaab9f17e38bf3618d41c Al-Ababneh, H.A., Dalbouh, M.A.A., Alrhaimi, S.A.S., Siam, I.M., Ibragimkhalilova, Т: Digitalization, innovation and marketing in logistics. Acta Logist. 10(4), 615–624 (2023). https://doi.org/10.22306/al.v10i4.440 Al-Ababneh, H.A., Malkawi, E.M., Popova, O., Tomashevskaya, E., Popova, S.: Specificity of functioning of financial systems of Arab countries.

Acad. Account. Financ. Stud. J. 25(5), 1–12 (2021). [Online]. Available: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85109453315&partnerID=40&md5=40299aafc2992e18820c76b356b102c2 Al-Ababneh, H.A., Borisova, V., Zakharzhevska, A., Tkachenko, P., Andrusiak, N.: Performance of artificial intelligence technologies in banking institutions. WSEAS Trans. Bus. Econ. 20(1), 307–317 (2023) Lutfi, A., et al.: Enhancing VAT compliance in the retail industry: the role of socio-economic determinants and tax knowledge moderation.

J. Open Innov. Technol. Mark. Complex. 9(3), 100098 (2023) Verbivska, L., Al-Ababneh, H.A., Korbutiak, A., Bondar, O., Panchenko, A., Ippolitova, I.: The impact of E-business on entrepreneurship development in the context of COVID-19. WSEAS Trans. Bus. Econ. 19, 1824–1838 (2022). https://doi.org/10.37394/23207.2022.19.164 Al-Ababneh, H.A., Osmonova, A., Dumanska, I., Matkovskyi, P., Kalynovskyy, A.: Analysis of export of agricultural products in the context of the global food crisis.

Agric. Resour. Econ. 7(4), 5–26 (2021). https://doi.org/10.51599/ARE.2021.07.04.01 Alkababji, M.W., Awwad, B.S.: Big data tools and techniques in developing accounting practices and the impact of their analysis on the financial performance. Cent. Eur. Manag. J. 31(1), 618–631 (2023) Awwad, B.S., Alkababji, M.W., Razia, B.S.: Artificial intelligence and the quality of accounting information in Palestinian industrial companies.

J. Financ. Report. Account. (2024) Mohammad, A.A.S. et al. (2026). Cloud and Big Data Management: Integration into Marketing Strategies. In: Awwad, B.S. (eds) Artificial Intelligence and Technology: Systems Management, Decisions and Control for Sustainability in the Digital Age. Studies in Systems, Decision and Control, vol 645. Springer, Cham. https://doi.org/10.1007/978-3-032-10016-0_7

Summary

This report covers the latest developments in artificial intelligence. The information presented highlights key changes and updates that are relevant to those following this topic.

---