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All Journal HAYATI Journal of Biosciences Jurnal Riset Mahasiswa Manajemen (JRMM) International Journal of Business, Law, and Education Jurnal Multidisiplin West Science The Eastasouth Management and Business Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS West Science Business and Management West Science Social and Humanities Studies Journal of Managerial Sciences and Studies Pengabdian Pendidikan Indonesia (PPI) Management Studies and Business Journal Jurnal Manejemen, Akuntansi dan Pendidikan (JAMAPEDIK) Casuarina: Environmental Engineering Journal Jurnal Pengabdian dan Inovasi Masyarakat
Suroso, Adi
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Public Health Social Sciences Other

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Journal : West Science Business and Management

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Bibliometric Assessment of Data-Driven Marketing Research Trends in the Last Two Decades Judijanto, Loso; Suroso, Adi; Risdwiyanto, Andriya
West Science Business and Management Vol. 2 No. 03 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i03.1278

Abstract

This study presents a bibliometric analysis of data-driven marketing research trends over the last two decades, with a focus on its intersection with innovation, decision-making, and related topics. Using VOSviewer for network visualization, we analyze co-authorship, keyword co-occurrence, publication frequency, and country collaboration to uncover key themes and research developments. The findings indicate a significant rise in data-driven marketing research, particularly from 2015 onwards, driven by advancements in big data, machine learning, and artificial intelligence. Co-authorship networks reveal strong interdisciplinary collaboration, while keyword co-occurrence maps highlight the growing role of innovation, decision-making, and machine learning in data-driven marketing. Additionally, country collaboration networks show the United States, China, the United Kingdom, and India as central contributors to global research. The keyword density heatmap emphasizes the increasing focus on data-driven innovation and product development. These insights offer valuable implications for academics and practitioners seeking to understand and apply data-driven marketing in a rapidly evolving digital landscape.
Co-Authors Alamsyah, Putra Jaya Alfiana Alfiana Anantadjaya, Samuel PD Andriya Risdwiyanto Aprilia, Hesti Dwi Aurelia Mahjudin, Naurah Dama, Desi Putri Dianawati Suryaningtyas Fahlevy, Karizma Fkun, Egidius Haeranah, Haeranah HENDRA GUNAWAN B11211055 Ika Pratiwi, Yeni Ilham, Rachmad Iqbal Havis, Muchammad Judijanto, Loso Kaessari Magenta, Rias Kharistanto, Robertus Tegar Kurnia Kogoya, Dan Kristiawati, Indriana Mahjudin . Mahjudin Mahjudin Maimon Sumo Nauval, Rahmat Nawangwulan, Irma M Nurhasanah, Dila Padila P. H. Simanjuntak, Charles Purnamasari, Eva Rhosita, Dian Kusuma Rina Destiana Rizani , Ahmad Rusno Sari, Tri Agriana Sedyastuti, Kristina Sembiring, Agustinus Seram, Florensius Setiadi, Bekti tabuni, yoten Ummul Khair Windayanti, Windayanti Yusmaniarti