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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| Format: | Article |
| Language: | English |
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Elsevier
2021-04-01
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| Series: | Journal of Innovation & Knowledge |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2444569X20300329 |