اندیشه مدیریت راهبردی

بازاریابی داده‌محور: بررسی نقشه علمی و مرور دامنه

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازاریابی، دانشگاه علامه طباطبایی، تهران، ایران.

2 استادیار حکمرانی نوآوری و توسعه پایدار، دانشکده حکمرانی دانشگاه تهران، تهران، ایران

10.30497/smt.2024.247138.3612

چکیده

رشد روزافزون کلان‌داده‌ها در عصر دیجیتال، کاربرد بازاریابی داده‌محور در کسب‌وکارها را به منظور شناخت دقیق‌تر بازار و مشتریان و ارائه محصولات و خدمات شخصی‌سازی شده افزایش داده است. پژوهش حاضر با بررسی دامنه تحقیقاتی بازایابی داده‌محور در جهت ارزیابی روند انتشار مقالات و پاسخگویی به سؤالات پایه‌ای تولیدات علمی به ویژه شناسایی مهم‌ترین چارچوب‌های بازاریابی و صنایع کاربردی در بازاریابی داده‌محور گام برمی‌دارد. این تحقیق با استفاده از روش علم‌سنجی و تحلیل هم‌واژگانی، الگوها و روندهای مرتبط با تحقیقات علمی حوزه بازاریابی داده‌محور را از سال 1987 تا نوامبر 2023 شناسایی کرده و سپس با کمک روش مرور دامنه، 59 مقاله منتخب بازاریابی داده‌محور را بررسی می‌نماید. یافته‌های پژوهش نشان داد چارچوب رفتار مصرف‌کننده و صنعت گردشگری بیشترین کاربرد را در تحقیقات بازاریابی داده‌محور داشته‌اند. همچنین چارچوب قیمت‌گذاری و حوزه‌های محصولات کودک، محصولات بهداشتی، هواپیمایی، سلامت الکترونیک و مخابرات فقط یک مقاله به خود اختصاص داده‌اند. بر اساس نتایج تحقیق، اهمیت و کاربرد کلان‌داده در فرایندهای بازاریابی به ویژه تصمیم‌گیری و پیش‌بینی رفتار مشتریان افزایش یافته است. همچنین پیش‌بینی می‌شود یادگیری ماشین بیشترین نقش را در جمع‌آوری و تحلیل کلان‌داده‌ها در آینده بازاریابی داده‌محور ایفا نماید و خدمات کسب‌وکار ‌مبتنی بر تحلیل کلان‌داده به ویژه در حوزه «مدیریت برند» گسترش یابد.

کلیدواژه‌ها

موضوعات

Agrawal, M.; Khan, A. U.; Shukla, P. K. (2019): Stock price prediction using technical indicators: A predictive model using optimal deep learning. In International Journal of Recent Technology and Engineering 8 (2), pp. 2297–2305. DOI: 10.35940/ijrteB3048.078219.
Aguinis, Herman; Ramani, Ravi S.; Alabduljader, Nawaf (2023): Best-Practice Recommendations for Producers, Evaluators, and Users of Methodological Literature Reviews. In Organizational Research Methods 26 (1), pp. 46–76. DOI: 10.1177/1094428120943281.
Akter, S.; Gunasekaran, A.; Wamba, S. F.; Babu, M. M.; Hani, U. (2020): Reshaping competitive advantages with analytics capabilities in service systems. In Technological Forecasting and Social Change 159. DOI: 10.1016/j.techfore.2020.120180.
Aljumah, A. I.; Nuseir, M. T.; Alam, M. M. (2021): Traditional marketing analytics, big data analytics and big data system quality and the success of new product development. In Business Process Management Journal 27 (4), pp. 1108–1125. DOI: 10.1108/BPMJ-11-2020-0527.
Amado, A.; Cortez, P.; Rita, P.; Moro, S. (2018): Research trends on Big Data in Marketing: A text mining and topic modeling-based literature analysis. In European Research on Management and Business Economics 24 (1), pp. 1–7. DOI: 10.1016/j.iedeen.2017.06.002.
Arco, M. D.; Presti, L. L.; Marino, V.; Resciniti, R. (2019): Embracing AI and Big Data in customer journey mapping: From literature review to a theoretical framework. In Innovative Marketing 15 (4), pp. 102–115. DOI: 10.21511/im.15(4).2019.09.
Arksey, H., & O’Malley, L. (2005). Scoping studies: towards a methodological framework. International Journal of Social Research Methodology, 8(1), 19–32. https://doi.org/10.1080/1364557032000119616.
Aydin, G.; Silahtaroglu, G. (2021): Insights into mobile health application market via a content analysis of marketplace data with machine learning. In PLOS ONE 16 (1). DOI: 10.1371/journal.pone.0244302.
Bag, S.; Gupta, S.; Kumar, A.; Sivarajah, U. (2021): An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance. In Industrial Marketing Management 92, pp. 178–189. DOI: 10.1016/j.indmarman.2020.12.001.
Benoit, D. F.; Lessmann, S.; Verbeke, W. (2020): On realising the utopian potential of big data analytics for maximising return on marketing investments. In Journal of Marketing Management 36 (3-4), pp. 233–247. DOI: 10.1080/0267257X.2020.1739446.
Blasi, S.; Brigato, L.; Sedita, S. R. (2020): Eco-friendliness and fashion perceptual attributes of fashion brands: An analysis of consumers’ perceptions based on twitter data mining. In Journal of Cleaner Production 244. DOI: 10.1016/j.jclepro.2019.118701.
Brewis, C.; Dibb, S.; Meadows, M. (2023): Leveraging big data for strategic marketing: A dynamic capabilities model for incumbent firms. In Technological Forecasting and Social Change 190. DOI: 10.1016/j.techfore.2023.122402.
Cadden, T.; Weerawardena, J.; Cao, G.; Duan, Y.; McIvor, R. (2023): Examining the role of big data and marketing analytics in SMEs innovation and competitive advantage: A knowledge integration perspective. In Journal of Business Research 168. DOI: 10.1016/j.jbusres.2023.114225.
Cao, G. M.; Tian, N.; Blankson, C. (2022): Big Data, Marketing Analytics, and Firm Marketing Capabilities. In JOURNAL OF COMPUTER INFORMATION SYSTEMS 62 (3), pp. 442–451. DOI: 10.1080/08874417.2020.1842270.
Chen, J. H.; Ji, T. T.; Su, M. C.; Wei, H. H.; Azzizi, V. T.; Hsu, S. C. (2021): Swarm-inspired data-driven approach for housing market segmentation: a case study of Taipei city. In JOURNAL OF HOUSING AND THE BUILT ENVIRONMENT 36 (4), pp. 1787–1811. DOI: 10.1007/s10901-021-09824-1.
Christian Janiesch; Barbara Dinter; Patrick Mikalef; Olgerta Tona (2022): Business analytics and big data research in information systems. In Journal of Business Analytics.
Cobo, M. J.; López‐Herrera, A. G.; Herrera‐Viedma, E.; Herrera, F. (2012): SciMAT: A new science mapping analysis software tool. In J Am Soc Inf Sci Tec 63 (8), pp. 1609–1630. DOI: 10.1002/asi.22688.
Del Vecchio, P.; Mele, G.; Siachou, E.; Schito, G. (2022): A structured literature review on Big Data for customer relationship management (CRM): toward a future agenda in international marketing. In International Marketing Review 39 (5), pp. 1069–1092. DOI: 10.1108/IMR-01-2021-0036.
Dolnicar, S. (2002): A review of data-driven market segmentation in tourism. In Journal of Travel and Tourism Marketing 12 (1), pp. 1–22. DOI: 10.1300/J073v12n01_01.
Erevelles, Sunil; Fukawa, Nobuyuki; Swayne, Linda (2016): Big Data consumer analytics and the transformation of marketing. In Journal of Business Research 69 (2), pp. 897–904. DOI: 10.1016/j.jbusres.2015.07.001.
Favaretto, Maddalena; Clercq, Eva de; Schneble, Christophe Olivier; Elger, Bernice Simone (2020): What is your definition of Big Data? Researchers' understanding of the phenomenon of the decade. In PLOS ONE 15 (2), e0228987. DOI: 10.1371/journal.pone.0228987.
Feng, Jia; Zhang, Yun Qiu; Zhang, Hao (2017): Improving the co-word analysis method based on semantic distance. In Scientometrics 111 (3), pp. 1521–1531. DOI: 10.1007/s11192-017-2286-1.
Filieri, R.; Lin, Z. B.; Li, Y. L.; Lu, X. Q.; Yang, X. W. (2022): Customer Emotions in Service Robot Encounters: A Hybrid Machine-Human Intelligence Approach. In Journal of Service Research 25 (4), pp. 614–629. DOI: 10.1177/10946705221103937.
Giglio, S.; Pantano, E.; Bilotta, E.; Melewar, T. C. (2020): Branding luxury hotels: Evidence from the analysis of consumers’ “big” visual data on TripAdvisor. In Journal of Business Research 119, pp. 495–501. DOI: 10.1016/j.jbusres.2019.10.053.
Grandhi, B.; Patwa, N.; Saleem, K. (2021): Data-driven marketing for growth and profitability. In EuroMed Journal of Business 16 (4), pp. 381–398. DOI: 10.1108/EMJB-09-2018-0054.
Grant, Maria J.; Booth, Andrew (2009): A typology of reviews: an analysis of 14 review types and associated methodologies. In Health information and libraries journal 26 (2), pp. 91–108. DOI: 10.1111/j.1471-1842.2009.00848. x.
Hair, J. F.; Harrison, D. E.; Risher, J. J. (2018): Marketing research in the 21st century: Opportunities and challenges. In Revista Brasileira de Marketing 17 (5), pp. 666–699. DOI: 10.5585/bjm. v17i5.4173.
Hauser, William J. (2007): Marketing analytics: the evolution of marketing research in the twenty‐first century. In Direct Marketing: An International Journal 1 (1), pp. 38–54. DOI: 10.1108/17505930710734125.
Hemker, S.; Herrando, C.; Constantinides, E. (2021): The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing. In SUSTAINABILITY 13 (20). DOI: 10.3390/su132011208.
Huang, Y.; Liu, H.; Li, W.; Wang, Z.; Hu, X.; Wang, W. (2020): Lifestyles in Amazon: Evidence from online reviews enhanced recommender system. In International Journal of Market Research 62 (6), pp. 689–706. DOI: 10.1177/1470785319844146.
Ishida, Chiharu; Tong, Pui Ying; Kaufman, Peter (2023): Quantitative Anxiety and Insights for Preparing Students for Data-Driven Marketing Jobs. Proceedings of the 2022 AMS Annual Conference, May 25-27.
Jabbar, Abdul; Akhtar, Pervaiz; Dani, Samir (2020): Real-time big data processing for instantaneous marketing decisions: A problematization approach. In Industrial Marketing Management 90, pp. 558–569. DOI: 10.1016/j.indmarman.2019.09.001.
Jeffery, M (2010): Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know. Available online at https://www.semanticscholar.org/paper/Data-Driven-Marketing%3A-The-15-Metrics-Everyone-in-Jeffery/9c972ab840b04c88323660a5f0fd0d95ab738375.
Jiang, R. B.; Feng, Z. N.; Zhang, D. S.; Wang, S.; Zhu, Y. M.; Zhang, F.; He, T. (2021): Data-Driven Digital Advertising with Uncertain Demand Model in Metro Networks. In IEEE TRANSACTIONS ON BIG DATA 7 (2), pp. 313–326. DOI: 10.1109/TBDATA.2017.2725913.
Khasseh, Ali Akbar; Soheili, Faramarz; Moghaddam, Hadi Sharif; Chelak, Afshin Mousavi (2017): Intellectual structure of knowledge in iMetrics: A co-word analysis. In INFORMATION PROCESSING & MANAGEMENT 53 (3), pp. 705–720. DOI: 10.1016/j.ipm.2017.02.001.
Kitchens, Brent; Dobolyi, David; Li, Jingjing; Abbasi, Ahmed (2018): Advanced Customer Analytics: Strategic Value Through Integration of Relationship-Oriented Big Data. In Journal of Management Information Systems 35 (2), pp. 540–574. DOI: 10.1080/07421222.2018.1451957.
Kotler, Philip; Keller, Kevin Lane (2016): Marketing management. 15 edition. Boston: Pearson.
Kunisch, Sven; Denyer, David; Bartunek, Jean M.; Menz, Markus; Cardinal, Laura B. (2023): Review Research as Scientific Inquiry. In Organizational Research Methods 26 (1), pp. 3–45. DOI: 10.1177/10944281221127292.
Leung, Xi Y.; Sun, Jie; Bai, Billy (2017): Bibliometrics of social media research: A co-citation and co-word analysis. In International Journal of Hospitality Management 66, pp. 35–45. DOI: 10.1016/j.ijhm.2017.06.012.
Liao, S. H.; Widowati, R.; Cheng, C. J. (2022): Investigating Taiwan Instagram users' behaviors for social media and social commerce development. In ENTERTAINMENT COMPUTING 40. DOI: 10.1016/j.entcom.2021.100461.
Liberati, Alessandro; Altman, Douglas G.; Tetzlaff, Jennifer; Mulrow, Cynthia; Gøtzsche, Peter C.; Ioannidis, John P. A. et al. (2009): The PRISMA statement for reporting systematic reviews and meta-analyses of studies that evaluate healthcare interventions: explanation and elaboration. In BMJ (Clinical research ed.) 339, b2700. DOI: 10.1136/bmj. b2700.
Liu, X.; Shin, H.; Burns, A. C. (2021): Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing. In Journal of Business Research 125, pp. 815–826. DOI: 10.1016/j.jbusres.2019.04.042.
Mariani, M. M.; Borghi, M.; Kazakov, S. (2019): The role of language in the online evaluation of hospitality service encounters: An empirical study. In International Journal of Hospitality Management 78, pp. 50–58. DOI: 10.1016/j.ijhm.2018.11.012.
Miklosik, A.; Evans, N. (2020): Impact of Big Data and Machine Learning on Digital Transformation in Marketing: A Literature Review. In IEEE ACCESS 8, pp. 101284–101292. DOI: 10.1109/ACCESS.2020.2998754.
Mirzaalian, F.; Halpenny, E. (2019): Social media analytics in hospitality and tourism A systematic literature review and future trends. In JOURNAL OF HOSPITALITY AND TOURISM TECHNOLOGY 10 (4), pp. 764–790. DOI: 10.1108/JHTT-08-2018-0078.
Nilashi, M.; Abumalloh, R. A.; Samad, S.; Alrizq, M.; Alyami, S.; Alghamdi, A. (2023): Analysis of customers' satisfaction with baby products: The moderating role of brand image. In Journal of Retailing and Consumer Services 73. DOI: 10.1016/j.jretconser.2023.103334.
Pamuksuz, U.; Yun, J. T.; Humphreys, A. (2021): A Brand-New Look at You: Predicting Brand Personality in Social Media Networks with Machine Learning. In Journal of Interactive Marketing 56, pp. 55–69. DOI: 10.1016/j.intmar.2021.05.001.
Perera, W.K.R.; Dilini, K. A.; Kulawansa, T. (122018): A Review of Big Data Analytics for Customer Relationship Management. In : 2018 3rd International Conference on Information Technology Research (ICITR). 3rd International Conference on Information Technology Research (ICITR). Moratuwa, Sri Lanka, 12/5/2018 - 12/7/2018: IEEE, pp. 1–6.
Peters, Micah D. J.; Godfrey, Christina; McInerney, Patricia; Khalil, Hanan; Larsen, Palle; Marnie, Casey et al. (2022): Best practice guidance and reporting items for the development of scoping review protocols. In JBI evidence synthesis 20 (4), pp. 953–968. DOI: 10.11124/JBIES-21-00242.
Puri, D.; Mohan, T. (2020): Behavioral advertising with big data: A consumer’s perspective. In International Journal on Emerging Technologies 11 (3), pp. 771–776. Available online at https://www.scopus.com/inward/record.uri?eid=2-s2.0-85087317967&partnerID=40&md5=c9330e64134d2f7ac17bbb7526038b1d.
Rojas Berrio, S. P.; Vega Rodriguez, R. A.; Robayo Pinzón, Ó.J.; Montoya Restrepo, L. A.; Piedrahita Solórzano, G. A. (2016): Big data: Trend emerging from research in marketing. In Espacios 37 (38). Available online at https://www.scopus.com/inward/record.uri?eid=2-s2.0-85013469114&partnerID=40&md5=1e43b165c7c45d323300093e091963d6.
Rosário, A. T.; Dias, J. C. (2023): How has data-driven marketing evolved: Challenges and opportunities with emerging technologies. In International Journal of Information Management Data Insights 3 (2). DOI: 10.1016/j.jjimei.2023.100203.
Sakas, D. P.; Reklitis, D. P.; Terzi, M. C.; Glaveli, N. (2023): Growth of digital brand name through customer satisfaction with big data analytics in the hospitality sector after the COVID-19 crisis. In International Journal of Information Management Data Insights 3 (2). DOI: 10.1016/j.jjimei.2023.100190.
Shah, D.; Murthi, B.P.S. (2021): Marketing in a data-driven digital world: Implications for the role and scope of marketing. In Journal of Business Research 125, pp. 772–779. DOI: 10.1016/j.jbusres.2020.06.062.
Sheth, Jagdish; Kellstadt, Charles H. (2021): Next frontiers of research in data driven marketing: Will techniques keep up with data tsunami? In Journal of Business Research 125, pp. 780–784. DOI: 10.1016/j.jbusres.2020.04.050.
Tékouabou, S.C.K.; Gherghina, Ş.C.; Toulni, H.; Mata, P. N.; Mata, M. N.; Martins, J. M. (2022): A Machine Learning Framework towards Bank Telemarketing Prediction. In Journal of Risk and Financial Management 15 (6). DOI: 10.3390/jrfm15060269.
Wang, Yuan; Li, Jiao; Lee, Lien-Chieh; Wang, Mengyang; Du, Huibin (2019): A review of input–output model application hot spots in the energy and environment fields based on co-words network analysis. In Environ. Rev. 27 (4), pp. 567–574. DOI: 10.1139/er-2018-0110.
Xavier, J.; Picoto, W. N. (2023): Regulation of data-driven marketing and management theory: bibliometric analysis, systematic literature review and research agenda. In International Journal of Law and Management 65 (5), pp. 461–482. DOI: 10.1108/IJLMA-02-2023-0022.
Xu, Zhenning; Frankwick, Gary L.; Ramirez, Edward (2016): Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective. In Journal of Business Research 69 (5), pp. 1562–1566. DOI: 10.1016/j.jbusres.2015.10.017.
Yan, Bei-Ni; Lee, Tian-Shyug; Lee, Tsung-Pei (2015): Mapping the intellectual structure of the Internet of Things (IoT) field (2000–2014): a co-word analysis. In Scientometrics 105 (2), pp. 1285–1300. DOI: 10.1007/s11192-015-1740-1.
Yartey, D.; Omojola, O.; Amodu, L.; Ndubueze, N.; Adeyeye, B.; Adesina, E. (2020): Personal data collection and usage for mobile marketing. Customer awareness and perception. In WSEAS Transactions on Business and Economics 18, pp. 42–50.
اندیشه مدیریت راهبردی
دوره 18، شماره 1 - شماره پیاپی 39
فروردین 1403
صفحه 1-36
  • تاریخ دریافت: 30 مهر 1403
  • تاریخ بازنگری: 09 آذر 1403
  • تاریخ پذیرش: 13 آذر 1403