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Value creation through marketing data analytics: The distinct contribution of data analytics assets and capabilities to unit and firm performance.
Josune Sáenz
Ana Ortiz de Guinea
Carmela Peñalba-Aguirrezabalaga
Published in:
Inf. Manag. (2022)
Keyphrases
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data analytics
big data
open source
data analysis
data mining
internet search
unstructured data
business intelligence
data mining techniques
keyword search
real world
cloud computing
social media
traditional chinese medicine
decision support
database
knowledge discovery
search engine
information retrieval