Bibliometric Assessment of Data-Driven Marketing Research Trends in the Last Two Decades

Authors

  • Loso Judijanto IPOSS Jakarta, Indonesia
  • Adi Suroso Universitas PGRI Kanjuruhan Malang
  • Andriya Risdwiyanto Universitas Proklamasi

DOI:

https://doi.org/10.58812/wsbm.v2i03.1278

Keywords:

Data-driven marketing, innovation, decision-making, machine learning, bibliometric analysis

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.

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Published

2024-09-30

How to Cite

Judijanto, L., Suroso, A., & Risdwiyanto, A. (2024). Bibliometric Assessment of Data-Driven Marketing Research Trends in the Last Two Decades. West Science Business and Management, 2(03), 987–1001. https://doi.org/10.58812/wsbm.v2i03.1278

Issue

Vol. 2 No. 03 (2024): West Science Business and Management

Section

Articles

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Copyright (c) 2024 Loso Judijanto, Adi Suroso, Andriya Risdwiyanto

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.