Volume -15 | Issue -1
Volume -15 | Issue -1
Volume -15 | Issue -1
Volume -14 | Issue -6
Volume -14 | Issue -6
This paper explores data-driven marketing, its benefits, and challenges to provide insights and a framework for business leaders and marketers to leverage in their marketing efforts. Using a systematic literature review with bibliometric analysis, we examined the samples to identify research activity on this topic until May 2023. Data-driven marketing and communications have gained popularity as companies and marketers prioritize leveraging consumer and market data to strategize and make informed decisions.