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Data science applied to Marketing:a literature review

2021Artigo científico Acesso aberto
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dc.contributor.authorRosário, Albérico
dc.contributor.authorMoniz, Luis Bettencourt
dc.contributor.authorCruz, Rui
dc.date.accessioned2021-12-29T11:28:38Z
dc.date.available2021-12-29T11:28:38Z
dc.date.issued2021
dc.description.abstractData 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationRosario. 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).0006pt_PT
dc.identifier.doi10.6688/JISE.202109_37(5).0006pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.15/3824
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherAcademia Sinicapt_PT
dc.relation.publisherversionhttps://www.airitilibrary.com/Publication/alDetailedMesh?DocID=10162364-202109-202108270004-202108270004-1067-1081pt_PT
dc.subjectData sciencept_PT
dc.subjectMarketingpt_PT
dc.subjectDecision makingpt_PT
dc.subjectResearch trendspt_PT
dc.subjectLiterature reviewpt_PT
dc.titleData science applied to Marketing:a literature reviewpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.conferencePlaceTaipei, Taiwanpt_PT
oaire.citation.endPage1081pt_PT
oaire.citation.issue5pt_PT
oaire.citation.startPage1067pt_PT
oaire.citation.titleJournal of information science and engineeringpt_PT
oaire.citation.volume37pt_PT
person.familyNameRosário
person.givenNameAlbérico
person.identifierAAT-7696-2020
person.identifier.ciencia-idE31B-C062-212A
person.identifier.orcid0000-0003-4793-4110
person.identifier.scopus-author-id57222987322
rcaap.rightsclosedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication3434b66a-891e-421a-aaf6-439407ef9722
relation.isAuthorOfPublication.latestForDiscovery3434b66a-891e-421a-aaf6-439407ef9722

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