Bridging marketing theory and big data analytics: The taxonomy of marketing attribution.
Dimitrios BuhalisKaterina VolchekPublished in: Int. J. Inf. Manag. (2021)
Keyphrases
- big data analytics
- social media
- marketing strategies
- website
- consumer behavior
- long term
- data mining
- customer relationship management
- decision making
- machine learning
- theoretical framework
- database marketing
- success stories
- data sets
- information technology
- data mining technology
- predictive modeling
- potential customers