Marketing intelligence from data mining perspective : A literature review

Dam, N., Le Dinh, T. et Menvielle, W. (2019). Marketing intelligence from data mining perspective : A literature review. International Journal of Innovation Management and Technology, 10 (5). pp. 184-190. ISSN 2010-0248 DOI 10.18178/ijimt.2019.10.5.859

Prévisualisation

PDF Télécharger (439kB) | Prévisualisation

Résumé

The digital transformation enables enterprises to mine big data for marketing intelligence on markets, customers, products, and competitor. However, there is a lack of a comprehensive literature review on this issue. With an aim to support enterprises to accelerate the digital transformation and gain competitive advantages through exploiting marketing intelligence from big data, this paper examines the literature in the period from 2001–2018. Consequently, 76 most relevant articles are analyzed based on four marketing intelligence components (Markets, Customers, Products, and Competitors) and six data mining models (Association, Classification, Clustering, Regression, Prediction, and Sequence Discovery). The findings of this study indicate that the research area of product and customer intelligence receives most research attention. This paper also provides a roadmap to guide future research on bridging marketing and information systems through the application of data mining to exploit marketing intelligence from big data.

Type de document:	Article
Mots-clés libres:	Big data analytics Data mining Literature review Marketing intelligence INRPME
Date de dépôt:	04 janv. 2024 13:58
Dernière modification:	04 janv. 2024 15:12
Version du document déposé:	Version officielle de l'éditeur
URI:	https://depot-e.uqtr.ca/id/eprint/11063

Actions (administrateurs uniquement)

Éditer la notice