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Keywords: Big data marketing analytics (BDMA)
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Journal Articles
Journal of Systems and Information Technology (2023) 25 (1): 30–52.
Published: 28 February 2023
...Matti Haverila; Eric Li; Jenny Carita Twyford; Caitlin McLaughlin Purpose The purpose of this paper is to examine how the quality of big data marketing analytics (BDMA) impact the satisfaction, perceived value for money and intentions to reinvest as perceived by marketing managers, i.e. the users...
