Extent of data utilization within digital marketing processes
Martin Kuchta
Abstract
Data is currently the most valuable source in decision making process within digital marketing firms. The main aim of the article is to examine extension of data utiliza-tion within digital marketing processes. Research of the main aim was supported by two sub-goals, which focused on knowledge level of marketers’ data based ap-proaches and on areas, in which are such approaches applicable. Quantitative re-search in form of questionnaire was utilized as a primary research method. Findings of the paper points to sufficient awareness about big data and artificial intelligence tools and uncover currently untapped potential of its implementation into digital marketing processes.
Keywords: artificial intelligence, big data, data, digital marketing
JEL Classification: M15, M31, M37
DOI: https://10.2478/stcb-2020-0002
Received: 17.3.2020 Accepted: 25.3.2020 Published:31.3.2020
How to cite this (APA 7th edition):
Kuchta, M. (2020). Extent of Data Utilization within Digital Marketing Processes. Studia commercialia Bratislavensia, 13(1), 35-43.
ISSN (online): 1339-3081
Publisher: Fakulty of Commerce, University of Economics in Bratislava
License:
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.