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Keywords: Big data marketing analytics
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (2): 346–372.
Published: 02 January 2024
...Matti Juhani Haverila; Kai Christian Haverila Purpose Big data marketing analytics (BDMA) has been discovered to be a key contributing factor to developing necessary marketing capabilities. This research aims to investigate the impact of the technology and information quality of BDMA...
