Publicação
Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps
| Resumo: | 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. |
|---|---|
| Autores principais: | Cruz, Rui Nunes |
| Outros Autores: | Rosário, Albérico Travassos |
| Assunto: | Data-driven decision-making Marketing Systematic literature review Bibliometric analysis PRISMA Systemic framework |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | contribuição para revista |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Instituto Politécnico de Setúbal |
| Idioma: | inglês |
| Origem: | Instituto Politécnico de Setúbal |
| _version_ | 1865920208183492608 |
|---|---|
| author | Cruz, Rui Nunes |
| author2 | Rosário, Albérico Travassos |
| author2_role | author |
| author_facet | Cruz, Rui Nunes Cruz, Rui Nunes Rosário, Albérico Travassos Rosário, Albérico Travassos |
| author_role | author |
| contributor_name_str_mv | Repositório Comum |
| country_str | PT |
| creators_json_str | [{\"Person.name\":\"Cruz, Rui Nunes\"},{\"Person.name\":\"Rosário, Albérico Travassos\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Repositório Comum |
| datacite.creators.creator.creatorName.fl_str_mv | Cruz, Rui Nunes Rosário, Albérico Travassos |
| datacite.date.Accepted.fl_str_mv | 2025-12-01T00:00:00Z |
| datacite.date.available.fl_str_mv | 2025-12-15T14:41:06Z |
| datacite.date.embargoed.fl_str_mv | 2025-12-15T14:41:06Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Data-driven decision-making Marketing Systematic literature review Bibliometric analysis PRISMA Systemic framework |
| datacite.titles.title.fl_str_mv | Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps |
| dc.contributor.none.fl_str_mv | Repositório Comum |
| dc.creator.none.fl_str_mv | Cruz, Rui Nunes Rosário, Albérico Travassos |
| dc.date.Accepted.fl_str_mv | 2025-12-01T00:00:00Z |
| dc.date.available.fl_str_mv | 2025-12-15T14:41:06Z |
| dc.date.embargoed.fl_str_mv | 2025-12-15T14:41:06Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10400.26/60424 |
| dc.language.none.fl_str_mv | eng |
| dc.rights.cclincense.fl_str_mv | http://creativecommons.org/licenses/by/4.0/ |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Data-driven decision-making Marketing Systematic literature review Bibliometric analysis PRISMA Systemic framework |
| dc.title.fl_str_mv | Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_3e5a |
| description | 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. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | contributionToPeriodical |
| fulltext.url.fl_str_mv | https://comum.rcaap.pt/bitstreams/b0d3b2bc-b920-4f09-9307-1cb8013ecf86/download |
| id | ips_ae8d3685db308c09ea3db577ab5e81c9 |
| identifier.url.fl_str_mv | http://hdl.handle.net/10400.26/60424 |
| instacron_str | ips |
| institution | Instituto Politécnico de Setúbal |
| instname_str | Instituto Politécnico de Setúbal |
| language | eng |
| network_acronym_str | ips |
| network_name_str | Instituto Politécnico de Setúbal |
| oai_identifier_str | oai:comum.rcaap.pt:10400.26/60424 |
| organization_str_mv | urn:organizationAcronym:ips |
| person_str_mv | Cruz, Rui Nunes Rosário, Albérico Travassos |
| publishDate | 2025 |
| reponame_str | Instituto Politécnico de Setúbal |
| repository_id_str | urn:repositoryAcronym:ips |
| service_str_mv | urn:repositoryAcronym:ips |
| spelling | engengThis 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.application/pdfengData-driven decision-making in marketing: a systematic literature review of emerging themes and research gapsCruz, Rui NunesRosário, Albérico TravassosHostingInstitutionOrganizationalRepositório Comume-mailmailto:comum@rcaap.ptcomum@rcaap.ptISSNIsPartOf2079-8954DOIIsPartOf10.3390/systems131211142025-12-15T14:41:06Z2025-122025-12-01T00:00:00ZHandlehttp://hdl.handle.net/10400.26/60424http://purl.org/coar/access_right/c_abf2open accessData-driven decision-makingMarketingSystematic literature reviewBibliometric analysisPRISMASystemic framework3439988 bytesother research producthttp://purl.org/coar/resource_type/c_3e5acontribution to journal2025-12http://creativecommons.org/licenses/by/4.0/http://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://comum.rcaap.pt/bitstreams/b0d3b2bc-b920-4f09-9307-1cb8013ecf86/download |
| spellingShingle | Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps Cruz, Rui Nunes Data-driven decision-making Marketing Systematic literature review Bibliometric analysis PRISMA Systemic framework Cruz, Rui Nunes Data-driven decision-making Marketing Systematic literature review Bibliometric analysis PRISMA Systemic framework |
| status | NEW |
| subject.fl_str_mv | Data-driven decision-making Marketing Systematic literature review Bibliometric analysis PRISMA Systemic framework |
| title | Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps |
| title_full | Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps |
| title_fullStr | Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps |
| title_full_unstemmed | Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps |
| title_short | Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps |
| title_sort | Data-driven decision-making in marketing: a systematic literature review of emerging themes and research gaps |
| topic | Data-driven decision-making Marketing Systematic literature review Bibliometric analysis PRISMA Systemic framework |
| topic_facet | Data-driven decision-making Marketing Systematic literature review Bibliometric analysis PRISMA Systemic framework |
| url | http://hdl.handle.net/10400.26/60424 |
| visible | 1 |