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Data science applied to marketing
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Orientador(es)
Resumo(s)
Data Science applied to Marketing has been a research interest due to competitive advantages in business. We have applied a systematic literature review between 2010 and 2020, reaching a total of 19 valid articles. After a deeper segmentation, 13 articles were selected for inclusion in the review comprising the period 2013-2020. On scientific production, the topic Data Science Applied to Marketing, in 2020, has a new subject of interest. The number of citations has been growing since 2015 and the findings revealed that marketing is recurring of a variety of data science methods, from micro-segmentation and realtime application to natural language processing. The impact is evident in digital advertising, micro-segmentation and micro-targeting, speed and performance, and real-time experimentation. The use cases of data analytics in marketing have used four methods with the highest potential to impact marketing approaches: Internet-of-Things, big data, artificial intelligence, and machine learning.
Descrição
Rosário, A., Moniz, L. B., & Cruz, R. (2021). Data science applied to marketing: A literature review. Journal of Information Science and Engineering, 37(5), 1067-1081. https://doi.org/10.6688/JISE.202109_37(5).0006 -------------------------------------------------------------- Funding Information: We would like to express our gratitude to the Editor and the Referees. They offered extremely valuable suggestions or improvements. The authors were supported by the GOVCOPP Research Unit of Universidade de Aveiro and UNIDCOM/IADE research unit of Universidade Europeia. Publisher Copyright: © 2021 Institute of Information Science. All rights reserved.
Palavras-chave
Data science Decision making Literature review Marketing Research trends Software Human-Computer Interaction Hardware and Architecture Library and Information Sciences Computational Theory and Mathematics