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Abstract
In the rapidly evolving landscape of digital marketing, the utilization of data-driven decision-making strategies has become imperative for organizations to stay competitive. This study employs a theoretical exploration methodology to investigate the intricate dynamics of data-driven decision-making in digital marketing. Through a systematic review and analysis of existing theories, concepts, and frameworks, the research aims to construct a comprehensive understanding of the theoretical underpinnings guiding decision-making processes in the digital marketing domain. Key theoretical constructs and models relevant to data analysis techniques, consumer behavior, market trends, and marketing strategy formulation are critically evaluated to elucidate the conceptual foundations of data-driven decision-making. By synthesizing insights from multiple disciplines, including marketing, information technology, and decision sciences, the study develops an integrative theoretical framework that provides a nuanced understanding of the complexities inherent in contemporary digital marketing practices. The findings contribute to the advancement of theoretical knowledge in the field and offer valuable insights for both academia and industry practitioners seeking to leverage data-driven approaches in their marketing strategies.
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References
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References
Anshari, Muhammad, Mohammad Nabil Almunawar, Syamimi Ariff Lim, and Abdullah Al-Mudimigh. "Customer relationship management and big data enabled: Personalization & customization of services." Applied Computing and Informatics 15, no. 2: 94-101, 2019.
Belhadi, Amine, Karim Zkik, Anass Cherrafi, and M. Yusof Sha'ri. "Understanding big data analytics for manufacturing processes: insights from literature review and multiple case studies." Computers & Industrial Engineering 137: 106099, 2019.
Boone, Tonya, Ram Ganeshan, Aditya Jain, and Nada R. Sanders. "Forecasting sales in the supply chain: Consumer analytics in the big data era." International Journal of Forecasting 35, no. 1: 170-180, 2019.
Gnizy, Itzhak. "Applying big data to guide firms’ future industrial marketing strategies." Journal of Business & Industrial Marketing 35, no. 7: 1221-1235, 2020.
Kent, Raymond. Data construction and data analysis for survey research. Bloomsbury Publishing, 2020.
Kitsios, Fotis, Maria Kamariotou, Panagiotis Karanikolas, and Evangelos Grigoroudis. "Digital marketing platforms and customer satisfaction: Identifying eWOM using big data and text mining." Applied Sciences 11, no. 17: 8032, 2021.
Lies, J, Marketing intelligence and big data: Digital marketing techniques on their way to becoming social engineering techniques in marketing, 2019.
Mariani, Marcello M., and Samuel Fosso Wamba. "Exploring how consumer goods companies innovate in the digital age: The role of big data analytics companies." Journal of Business Research 121: 338-352, 2020.
Palmatier, R. W., & Sridhar, S, Marketing strategy: Based on first principles and data analytics. Bloomsbury Publishing, 2020.
Singh, Shailendra, and Abdulsalam Yassine. "Big data mining of energy time series for behavioral analytics and energy consumption forecasting." Energies 11, no. 2: 452, 2018.
Sundararaj, Vinu, and M. R. Rejeesh. "A detailed behavioral analysis on consumer and customer changing behavior with respect to social networking sites." Journal of Retailing and Consumer Services 58: 102190, 2021.
Urbinati, Andrea, Marcel Bogers, Vittorio Chiesa, and Federico Frattini. "Creating and capturing value from Big Data: A multiple-case study analysis of provider companies." Technovation 84: 21-36, 2019.
Verma, Sanjeev, Rohit Sharma, Subhamay Deb, and Debojit Maitra. "Artificial intelligence in marketing: Systematic review and future research direction." International Journal of Information Management Data Insights 1, no. 1: 100002, 2021.
Wang, William Yu Chung, and Yichuan Wang. "Analytics in the era of big data: The digital transformations and value creation in industrial marketing." Industrial Marketing Management 86: 12-15, 2020.
Zaki, Mohamed. "Digital transformation: harnessing digital technologies for the next generation of services." Journal of Services Marketing 33, no. 4: 429-435, 2019.