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
Main Author: Jose Ramon Saura
Format: Article
Language:English
Published: Elsevier 2021-04-01
Series:Journal of Innovation & Knowledge
Subjects:
Online Access:http://www.sciencedirect.com/science/article/pii/S2444569X20300329

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