Data science applied to marketing: A literature review

Albérico Rosário, Luís Bettencourt Moniz, Rui Cruz

Research output: Contribution to journalReview articlepeer-review

4 Citations (Scopus)
149 Downloads (Pure)


Data Science applied to Marketing has been a research interest due to competitive advantages in business. We have applied a systematic literature review between 2010 and 2020, reaching a total of 19 valid articles. After a deeper segmentation, 13 articles were selected for inclusion in the review comprising the period 2013-2020. On scientific production, the topic Data Science Applied to Marketing, in 2020, has a new subject of interest. The number of citations has been growing since 2015 and the findings revealed that marketing is recurring of a variety of data science methods, from micro-segmentation and realtime application to natural language processing. The impact is evident in digital advertising, micro-segmentation and micro-targeting, speed and performance, and real-time experimentation. The use cases of data analytics in marketing have used four methods with the highest potential to impact marketing approaches: Internet-of-Things, big data, artificial intelligence, and machine learning.

Original languageEnglish
Pages (from-to)1067-1081
Number of pages15
JournalJournal of Information Science and Engineering
Issue number5
Publication statusPublished - 1 Sep 2021


  • Data science
  • Decision making
  • Literature review
  • Marketing
  • Research trends


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