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Identification of advanced data analysis in marketing: A systematic literature review

Author

Listed:
  • Bąska Mateusz

    (Department of Information Technology, Faculty of Management, Computer Science & Finance, Wroclaw University of Economics, Wroclaw, Poland)

  • Dudycz Helena

    (Department of Information Technology, Faculty of Management, Computer Science & Finance, Wroclaw University of Economics, Wroclaw, Poland)

  • Pondel Maciej

    (Department of Business Intelligence in Management, Faculty of Management, Wroclaw University of Economics, Wroclaw, Poland)

Abstract

Aim/purpose – Marketing is an important area of activity for the vast majority of enterprises. Many of them try using marketing data analysis. Both the literature and the practice of many enterprises describe the use of advanced data analysis. However, interpretations of this concept differ. The aim of this paper is to identify the interpretation of advanced data analysis in marketing, in support of decision-making processes applied in the retail trading sector.

Suggested Citation

  • Bąska Mateusz & Dudycz Helena & Pondel Maciej, 2019. "Identification of advanced data analysis in marketing: A systematic literature review," Journal of Economics and Management, Sciendo, vol. 35(1), pages 18-39, March.
    • Handle: RePEc:vrs:jecman:v:35:y:2019:i:1:p:18-39:n:3
    DOI: 10.22367/jem.2019.35.02
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    More about this item

    Keywords

    advanced data analysis; marketing; systematic review; big data analytics;
    All these keywords.

    JEL classification:

    • D80 - Microeconomics - - Information, Knowledge, and Uncertainty - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Y9 - Miscellaneous Categories - - Other

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