Title: Data analytics and artificial intelligence in e-marketing: techniques, best practices and trends

Authors: Andrew F. Ward; Mage Marmol; David Lopez-Lopez; Patricia Carracedo; Angel A. Juan

Addresses: Marketing Department, EAE Business School, Barcelona, Spain ' Marketing Department, Euncet Business School, Terrassa, Spain ' Marketing Department, ESADE Business School, Sant Cugat del Vallès, Spain ' Department of Statistics and Operations Research, Universitat Politècnica de València, Alcoy, Spain ' Department of Statistics and Operations Research, Universitat Politècnica de València, Alcoy, Spain

Abstract: More than ever, enterprises today can make use of data, forecasting models, and intelligent algorithms to optimise their marketing strategies and customise their campaigns to better fit the needs of each potential client. First, this paper reviews the existing literature regarding the use of data analytics methods and artificial intelligence algorithms in the e-marketing field. Then, the paper discusses how modern enterprises can benefit from these tools to efficiently deal with a myriad of marketing possibilities, including strategies they can use in order to fulfill their customers' needs or to generate new markets for their products and services. Several examples of real-life applications are analysed with the aim of illustrating the potential of these techniques. Finally, we use some statistical/machine learning techniques to perform a text mining analysis of a selected subset of scientific articles, which allows us to identify the main trends in the field.

Keywords: e-marketing; data analytics; artificial intelligence; machine learning.

DOI: 10.1504/IJDATS.2023.133019

International Journal of Data Analysis Techniques and Strategies, 2023 Vol.15 No.3, pp.147 - 178

Received: 06 Feb 2022
Received in revised form: 21 Feb 2023
Accepted: 14 Apr 2023
Published online: 24 Aug 2023 *

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