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Statistical modeling and analysis for database marketing : effective techniques for mining big data

Ratner, Bruce - 2003

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Big Data im Marketing : Chancen und Möglichkeiten für eine effektive Kundenansprache

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Machine learning and artificial intelligence use in marketing : a general taxonomy

De Mauro, Andrea; Sestino, Andrea; Bacconi, Andrea - In: Italian journal of marketing : ITJM 2022 (2022) 4, pp. 439-457

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Value creation through marketing data analytics : the distinct contribution of data analytics assets and capabilities to unit and firm performance

Sáenz, Josune; Ortiz de Guinea, Ana; … - In: Information & management : the internat. journal of … 59 (2022) 8, pp. 1-14

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Main uses of artificial intelligence in digital marketing strategies linked to tourism

Lacárcel, Francisco Javier S. - In: Journal of tourism, sustainability and well-being 10 (2022) 3, pp. 215-226

Migratory movements and tourism in general, together with the improvement of new technologies, have meant an increase in terms of accessibility and ease of information linked to tourism. At the same time, the use of artificial intelligence has opened new horizons in which digital marketing...

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Marketing analytics stages : demystifying and deploying machine learning

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Big data affordances and market performance : the moderating role of servitization

Li, Lixu; Zhang, Li; Yang, Shuili; Long, Wei - In: Industrial marketing management : the international … 114 (2023), pp. 262-270

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Examining the role of big data and marketing analytics in SMEs innovation and competitive advantage : a knowledge integration perspective

Cadden, Trevor; Weerawardena, Jay; Cao, Guangming; … - In: Journal of business research : JBR 168 (2023), pp. 1-15

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Leveraging big data for strategic marketing : a dynamic capabilities model for incumbent firms

Brewis, Claire; Dibb, Sally; Meadows, Maureen - In: Technological forecasting & social change : an … 190 (2023), pp. 1-15

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Hybrid intelligence : human-AI collaboration in marketing analytics

Petrescu, Maria; Krishen, Anjala S. - In: Journal of marketing analytics : JMA 11 (2023) 3, pp. 263-274

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