Prescriptive Modelling in Marketing: A Bibliometric Review

Detalhes bibliográficos
Autor(a) principal: Cordeiro, Carlos Décio Esteves Costa
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/164778
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for Marketing
id RCAP_dcf064b1b894e6c03b043164443bd9b7
oai_identifier_str oai:run.unl.pt:10362/164778
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Prescriptive Modelling in Marketing: A Bibliometric ReviewBibliometricsPrescriptive ModelingPrescriptive AnalysisMarketingDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for MarketingIn the rapidly growing field of marketing, prescriptive modeling has emerged as a pivotal tool, harnessing the power of data analytics and machine learning to inform strategic decision-making. The main objective of this thesis is to furnish a comprehensive bibliometric analysis of prescriptive modeling in marketing, with a concentration on identifying prevailing trends, circumstances, and specialized areas within this dynamic domain. By employing Bibliometrix, a cutting-edge tool for bibliometric analysis, the investigation methodically scrutinized a substantial corpus of literature, enabling a detailed and quantitative evaluation of influential works in this realm, supplemented by qualitative content analysis. The analysis exposed pivotal themes and trends, particularly the burgeoning focus on data-driven methodologies and the assimilation of prescriptive analytics in marketing practices. Noteworthy areas of focus include prognostication of consumer behavior, optimization of campaigns, and segmentation of markets, with emerging trends in digital marketing and analytics of social media. This research contributes to the academic conversation by presenting a structured overview of the progression and current state of prescriptive modeling in marketing. It acts as a valuable resource for scholars and practitioners, offering insights into the development of marketing strategies and highlighting the growing significance of data analytics in shaping marketing decisions.Rita, Paulo Miguel Rasquinho FerreiraAntónio, Nuno Miguel da ConceiçãoRUNCordeiro, Carlos Décio Esteves Costa2024-02-012027-02-01T00:00:00Z2024-02-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/164778TID:203544200enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-18T01:45:21Zoai:run.unl.pt:10362/164778Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T04:01:59.999916Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Prescriptive Modelling in Marketing: A Bibliometric Review
title Prescriptive Modelling in Marketing: A Bibliometric Review
spellingShingle Prescriptive Modelling in Marketing: A Bibliometric Review
Cordeiro, Carlos Décio Esteves Costa
Bibliometrics
Prescriptive Modeling
Prescriptive Analysis
Marketing
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Prescriptive Modelling in Marketing: A Bibliometric Review
title_full Prescriptive Modelling in Marketing: A Bibliometric Review
title_fullStr Prescriptive Modelling in Marketing: A Bibliometric Review
title_full_unstemmed Prescriptive Modelling in Marketing: A Bibliometric Review
title_sort Prescriptive Modelling in Marketing: A Bibliometric Review
author Cordeiro, Carlos Décio Esteves Costa
author_facet Cordeiro, Carlos Décio Esteves Costa
author_role author
dc.contributor.none.fl_str_mv Rita, Paulo Miguel Rasquinho Ferreira
António, Nuno Miguel da Conceição
RUN
dc.contributor.author.fl_str_mv Cordeiro, Carlos Décio Esteves Costa
dc.subject.por.fl_str_mv Bibliometrics
Prescriptive Modeling
Prescriptive Analysis
Marketing
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Bibliometrics
Prescriptive Modeling
Prescriptive Analysis
Marketing
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for Marketing
publishDate 2024
dc.date.none.fl_str_mv 2024-02-01
2024-02-01T00:00:00Z
2027-02-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/164778
TID:203544200
url http://hdl.handle.net/10362/164778
identifier_str_mv TID:203544200
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799138192600858624

Registros relacionados