Document Type : Research Paper

Authors

• Mohammad Masteri Farahani ¹
• Reza Payandeh ²

¹ PhD student in Marketing Management, Allameh Tabatabaei University, Tehran, Iran.

² ​Assistant Professor of Innovation Governance and Sustainable Development, Faculty of Governance, University of Tehran, Tehran, Iran

Abstract

The current research takes a step by examining the research scope of data-driven retrieval to evaluate the process of publishing articles and answering the basic questions of scientific productions, especially identifying the most important marketing frameworks and applied industries in data-driven marketing. Using bibliometric and Co-Word analysis, this research identifies patterns and trends related to scientific research in the field of data-driven marketing from 1987 to November 2023 and then examines 59 selected data-driven marketing articles with the help of the scoping review method. The findings of the research showed that the framework of consumer behavior and the tourism industry were the most used in data-driven marketing research. Also, the pricing framework and industries of baby products, health products, aviation, electronic health, and telecommunications have only one article. It is expected that machine learning will play the biggest role in the collection and analysis of big data in the future of data-driven marketing, and business services based on big data analysis will expand, especially in the field of "brand management".

Keywords

• Data-Driven Marketing
• Big Data
• Bibliometric
• Scoping Review
• Marketing

Main Subjects

• Marketing