Data Science Applied to Marketing: A Literature Review

• Published in: Journal of Information Science and Engineering Vol. 37; no. 5; pp. 1067 - 1081
• Main Authors: ALBÉRICO ROSÁRIO, LUÍS BETTENCOURT MONIZ, RUI CRUZ
• Format: Journal Article
• Language: English
• Published: Taipei 社團法人中華民國計算語言學學會 01.09.2021; Institute of Information Science, Academia Sinica
• Subjects: Artificial intelligence; Business competition; Data science; Experimentation; Internet of Things; Literature reviews; Machine learning; Marketing; Natural language processing; Real time; Segmentation; marketing; data science; literature review; decision making; research trends
• ISSN: 1016-2364
• DOI: 10.6688/JISE.202109_37(5).0006

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.