JISE


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Journal of Information Science and Engineering, Vol. 37 No. 5, pp. 1067-1081


Data Science Applied to Marketing: A Literature Review


ALBÉRICO ROSÁRIO1, LUÍS BETTENCOURT MONIZ2,4 AND RUI CRUZ2,3
1GOVCOPP, Escola Superior de Gestão e Tecnologia de Santarém
Instituto Politécnico de Santarém
Santarém, 2001-904 Portugal
E-mail: alberico.rosario@esg.ipsantarem.pt

4NOVA Information Management School
Universidade Nova de Lisboa
Lisboa, 1070-312 Portugal

2Universidade Europeia
Lisboa, 1500-210 Portugal
E-mail: luis.moniz@universidadeeuropeia.pt

3Unidcom-IADE
Lisboa, 1200-649 Portugal
E-mail: rui.cruz@universidadeeuropeia.pt


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

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