Publication
Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps
| dc.contributor.author | Cruz, Rui Nunes | |
| dc.contributor.author | Rosário, Albérico Travassos | |
| dc.date.accessioned | 2025-12-15T14:41:06Z | |
| dc.date.available | 2025-12-15T14:41:06Z | |
| dc.date.issued | 2025-12 | |
| dc.description.abstract | This study assesses how Data-Driven Decision-Making (DDDM) impacts marketing practices and research. Using the PRISMA 2020 protocol, this research conducted systematic reviews of 94 peer-reviewed articles and utilized bibliometric and thematic analyses. From this, four major themes emerged: improvement in the customer experience via the personalization of marketing; marketing driven by innovation through data resource versatility, Machine Learning, analytics, and Artificial Intelligence; performance enhancement through the optimal allocation of resources; and the data governance and ethical use of such resources, and the use of such data resources. This study illustrates how the combination of multi-level theory and methodical stricture accounts for the systemic influence of DDDM in marketing. This study adds to these theories by proposing a cohesive and synthesized understanding of the interplay of the technological, organizational, and governance elements in data-driven marketing. This research provides organizations with actionable guidance aimed at increasing effective analytics-driven decision-making, while also ensuring the responsible use of data. | eng |
| dc.identifier.citation | Cruz, R. N., & Rosário, A. T. (2025). Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps. Systems, 13(12), 1114. https://doi.org/10.3390/systems13121114 | |
| dc.identifier.doi | 10.3390/systems13121114 | |
| dc.identifier.issn | 2079-8954 | |
| dc.identifier.uri | http://hdl.handle.net/10400.26/60424 | |
| dc.language.iso | eng | |
| dc.peerreviewed | yes | |
| dc.relation.hasversion | https://www.mdpi.com/2079-8954/13/12/1114 | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Data-driven decision-making | |
| dc.subject | Marketing | |
| dc.subject | Systematic literature review | |
| dc.subject | Bibliometric analysis | |
| dc.subject | PRISMA | |
| dc.subject | Systemic framework | |
| dc.title | Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps | eng |
| dc.type | contribution to journal | |
| dspace.entity.type | Publication | |
| oaire.version | http://purl.org/coar/version/c_970fb48d4fbd8a85 |