Towards the Adoption of Machine Learning-Based Analytical Tools in Digital Marketing

Towards the Adoption of Machine Learning-Based Analytical Tools in Digital Marketing

Exponential technological expansion creates opportunities for competitive advantage by applying new data-oriented approaches to digital marketing practices. Machine learning (ML) can predict future developments and support decision-making by extracting insights from large amounts of generated data....

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Bibliographic Details
Main Authors: Andrej Miklosik, Martin Kuchta, Nina Evans, Stefan Zak
Format: Article
Language:English
Published: IEEE 2019-01-01
Series:IEEE Access
Subjects:
Big data
data-driven analytical tools
digital marketing
machine learning (ML)
marketing agencies
marketing analysis
Online Access:https://ieeexplore.ieee.org/document/8746184/

Internet

https://ieeexplore.ieee.org/document/8746184/

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