The boom in the flow of information originated from customer activities. The Internet
enhanced it, and information and communication technologies have drastically transformed …

Purpose In the current business environment, more uncertain than ever before,
understanding consumer behavior is an integral part of an organization's strategic planning …

This research examines the concept of data-driven marketing, highlighting its advantages
and difficulties, in order to offer guidance and a structure for business executives and …

Data generation is currently expanding at an astonishing pace, and the function of marketing
is becoming increasingly sophisticated and customized. Companies seek to understand …

The purpose of the paper is to provide a historical evolution of data driven marketing and
suggest next frontiers of research opportunities as a consequence of digital tsunami as well …

In the last decade, the use of data sciences in the digital marketing environment has
increased. Digital marketing has transformed how companies communicate with their …

The use of cutting-edge technologies in the market is actively drawing the attention of
marketing scholars because of its huge advantages in business such as sustainable …

The world produces every day 2.5 quintillion bytes of data. Of those data, 90% is
unstructured (Dobre & Xhafa, 2014). To become of value for companies, Big Data must be …

Marketing strategies are being revolutionized by the development of user data and the
expanding usability of Machine Learning (ML) as well as Big Data approaches. The wide …

This paper explores data-driven marketing, its benefits, and challenges to provide insights
and a framework for business leaders and marketers to leverage in their marketing efforts …