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Next frontiers of research in data driven marketing: Will techniques keep up with data tsunami?

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  • Sheth, Jagdish
  • Kellstadt, Charles H.

Abstract

The purpose of the paper is to provide a historical evolution of data driven marketing and suggest next frontiers of research opportunities as a consequence of digital tsunami as well as affordability and accessibility to conduct databased research. Earlier, techniques were in search of data but in the future data will be in search of techniques, especially in the era of social media such as Twitter, Facebook, YouTube, What’s App, and Instagram.

Suggested Citation

  • Sheth, Jagdish & Kellstadt, Charles H., 2021. "Next frontiers of research in data driven marketing: Will techniques keep up with data tsunami?," Journal of Business Research, Elsevier, vol. 125(C), pages 780-784.
    • Handle: RePEc:eee:jbrese:v:125:y:2021:i:c:p:780-784
    DOI: 10.1016/j.jbusres.2020.04.050
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