Saura, José Ramón - In: Journal of Innovation & Knowledge (JIK) 6 (2021) 2, pp. 92-102
In the last decade, the use of Data Sciences, which facilitate decision-making and extraction of actionable insights … advances, relevant evidence on the measures to improve the management of Data Sciences in digital marketing remains scarce. To … metrics based on Data Sciences as used in digital marketing techniques and strategies. To this end, a comprehensive literature …