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Advances: Jurnal Ekonomi & Bisnis
Published by Yayasan Pendidikan Bukhari Dwi Muslim
ISSN : -     EISSN : 29859859     DOI : https://doi.org/10.60079/ajeb
Core Subject : Economy,
Economics, Econometrics & Finance
Established in 2023, Advances: Journal of Economics & Business is dedicated to publishing original research that contributes to the advancement of knowledge in the fields of economics, management, and accounting. This esteemed journal encompasses a wide range of research topics and employs various rigorous methodologies. The publication warmly welcomes significant research employing diverse primary and applied research methods, including analytic, archival, experimental, survey, and case studies. The journal particularly encourages articles that hold substantial relevance to economics scholars while also offering practical insights for organizations and society at large. We strongly encourage researchers to explore innovative solutions and novel perspectives on practices and problems, while also inviting reasoned and critical analysis. Advances: Journal of Economics & Business serves as a platform for facilitating the exchange of impactful research among professionals and academics engaged in economic studies, management, and accounting research and practice. By fostering discussions and proposing solutions, the journal aims to generate practical implications and field-level impacts. Published articles in our journal have the potential to reach and be referenced by researchers worldwide, amplifying the influence and reach of your work.
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 101 Documents
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Data-Driven Decision Making in Marketing: Trends, Insights, and Future Research Outlook Yeane Koyongian; Deske W. Mandagi
Advances: Jurnal Ekonomi & Bisnis Vol. 4 No. 1 (2026): January - February
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/ajeb.v4i1.916

Abstract

Purpose: The rapid growth of big data, artificial intelligence, and advanced analytics has transformed Data-Driven Decision Making (DDM) into a strategic capability for contemporary marketing. Despite the increasing volume of research, the literature remains fragmented across multiple disciplines and application domains, limiting a comprehensive understanding of its intellectual development and future directions. Research Method: This study systematically reviews the DDM literature through a PRISMA-guided systematic literature review (SLR) and bibliometric analysis of 426 Scopus-indexed journal articles published between 1993 and 2025. Results and Discussion: The findings identify eight major research clusters: Data-Driven Marketing and Decision Making, Digital Marketing and Artificial Intelligence, Big Data Analytics and Consumer Intelligence, Commerce and Predictive Analytics, Information Management and Machine Learning, Market Segmentation and Customer Analytics, Retail Analytics and Competitive Strategy, and Social Media Analytics. Overlay visualization reveals a clear thematic evolution from early research focused on big data, customer analysis, and market segmentation toward emerging themes such as artificial intelligence, digital marketing, privacy, sustainability, and data-driven strategy. Implications: Building on these findings, the study develops a future research agenda using the Theory–Context–Characteristics–Methodology (TCCM) framework, highlighting opportunities for stronger theoretical foundations, broader contextual applications, greater attention to ethical and sustainability issues, and more sophisticated methodological approaches. Originality: By consolidating the intellectual structure and evolution of DDM research, this study provides a foundation for advancing future scholarship and guiding the strategic application of data-driven marketing practices.

Page 11 of 11 | Total Record : 101

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