Using Data Sciences in digital marketing: Framework, methods, and performance metrics

In the last decade, the use of Data Sciences, which facilitate decision-making and extraction of actionable insights and knowledge from large datasets in the digital marketing environment, has remarkably increased. However, despite these advances, relevant evidence on the measures to improve the man...

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Bibliographic Details
Published in:Journal of innovation & knowledge 2021-04, Vol.6 (2), p.92-102
Main Author: Saura, José Ramón
Format: Article
Language:English
Subjects:
Data Mining
Data Sciences
Digital Marketing
Knowledge discovery
Literature review
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