Towards the adoption of machine learning-based analytical tools in digital marketing
| Autor: | Stefan Zak, Andrej Miklosik, Martin Kuchta, Nina Evans |
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| Přispěvatelé: | Miklosik, Andrej, Kuchta, Martin, Evans, Nina, Zak, Stefan |
| Jazyk: | angličtina |
| Rok vydání: | 2019 |
| Předmět: |
General Computer Science
Computer science Big data Gap analysis Machine learning computer.software_genre Competitive advantage Marketing management big data Market analysis 0502 economics and business General Materials Science Strategic planning marketing agencies Digital marketing business.industry machine learning (ML) 05 social sciences General Engineering marketing analysis digital marketing 050211 marketing Artificial intelligence lcsh:Electrical engineering. Electronics. Nuclear engineering data-driven analytical tools business computer lcsh:TK1-9971 050203 business & management |
| Zdroj: | IEEE Access, Vol 7, Pp 85705-85718 (2019) |
| Popis: | 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. This functionality greatly impacts and streamlines the strategic decision-making process of organizations. The research gap analysis revealed that little is known about marketers’ attitude towards, and knowledge about, ML tools and their adoption and utilization to support strategic and operational management. The research presented here focuses on the selection and adoption of ML-driven analytical tools by three distinct groups, namely marketing agencies, media companies, and advertisers. Qualitative and quantitative research was conducted, on a sample of these organizations operating in Slovakia. The findings highlight 1) the important role of intelligent analytical tools in the creation and deployment of marketing strategies, 2) the lack of knowledge about emerging technologies such as ML and artificial intelligence (AI), 3) the potential application of ML tools in marketing, as well as 4)the low level of adoption and utilization of ML-driven analytical tools in marketing management. A framework consisting of enablers and a process map was developed to help organizations identify the opportunities and successfully execute projects oriented towards the deployment and adoption of analytical ML tools in digital marketing Refereed/Peer-reviewed |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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