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Keywords: Big data marketing analytics
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Journal Articles
The impact of user-centric measures on the financial performance in the context of big data marketing analytics (BDMA) applications: the influence of a decision-making role
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Journal of Systems and Information Technology (2025) 27 (2): 237–264.
Published: 24 December 2024
.../approach The data was collected jointly with SurveyMonkey, a marketing research company, from marketing professionals working in companies with at least limited experience deploying big data marketing analytics (BDMA) applications. The respondents originated from Canada and the USA, and out of 970...
