"This book offers a holistic overview of the main applications and uses of data sciences in digital marketing strategies and business models, analyzing the new strategies that influence digital marketing and offering insights related to the creation of innovative data-driven and knowledge...

This study aimed to compare two techniques of business knowledge extraction for the identification of insights related to the improvement of digital marketing strategies on a sample of 15,731 tweets. The sample was extracted from user generated content (UGC) from Twitter using two methods based...

"This book offers a holistic overview of the main applications and uses of data sciences in digital marketing strategies and business models, analyzing the new strategies that influence digital marketing and offering insights related to the creation of innovative data-driven and knowledge...

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...

"The rapid growth of technological developments on the Internet has led many companies to adapt their business to the digital ecosystem and implement new methods and techniques not only to improve the users' experience but also to improve their analytical strategies. What is more, due to the...