Data science applied to Marketing:a literature review

Rosário, Albérico; Moniz, Luis Bettencourt; Cruz, Rui

http://hdl.handle.net/10400.15/3824

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Authors

Rosário, Albérico

Moniz, Luis Bettencourt

Cruz, Rui

Abstract(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.

Keywords

Data science Marketing Decision making Research trends Literature review

URI

http://hdl.handle.net/10400.15/3824

Citation

Rosario. 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. doi: 10.6688/JISE.202109_37(5).0006