Impact of Big Data and Machine Learning on Digital Transformation in Marketing: A Literature Review

Impact of Big Data and Machine Learning on Digital Transformation in Marketing: A Literature Review

This paper describes the impact of big data and machine learning (ML) on digital transformation of the marketing industry and the challenges it faces from a data and information management perspective. To do this, the study identified areas of digital transformation in marketing that have not yet be...

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Bibliographic Details
Main Authors: Andrej Miklosik, Nina Evans
Format: Article
Language:English
Published: IEEE 2020-01-01
Series:IEEE Access
Subjects:
Big data
digital transformation
marketing
information management
disruptive technologies
machine learning (ML)
Online Access:https://ieeexplore.ieee.org/document/9103568/

Internet

https://ieeexplore.ieee.org/document/9103568/

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