A Systematic Literature Review and Research Agenda of Data-Driven Marketing

Abstract

The boom in the flow of information originated from customer activities. The Internet enhanced it, and information and communication technologies have drastically transformed the marketing domain, leading to innovative strategies such as data-driven marketing. Due to the rapid evolution of DDM this research analyzes the evolution of DDM in the scientific literature. For this purpose, a systematic review of the literature using bibliometric techniques has been carried out from 1980 to 2023. The results show that only some studies directly describe its development. However, through the analysis of related technologies such as big data, customer relationship management, artificial intelligence, and machine learning in marketing, this chapter provides insight into the evolution of DDM and potential future opportunities. The study's findings emphasize the need to focus on DDM to understand its evolution and impact on the business landscape. On a practical level, it provides strategic guidance for marketers who want to adapt to the changing dynamics of technology.