Data Science Applied to Marketing: A Literature Review

ALBÉRICO ROSÁRIO ； LUÍS BETTENCOURT MONIZ ； RUI CRUZ

《Journal of Information Science and Engineering》 37卷5期 (2021/09) Pp. 1067-1081

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

摘要

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 real-time 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.

關鍵字

data science ； marketing ； decision making ； research trends ； literature review