Use of Big Data and Predictive Analytics in Digital Platform Marketing: A Systematic Review

Resumen

Nowadays, marketing companies face several challenges such as high competition, market complexity and technological innovation. Faced with this, they are increasingly turning to the use of big data and predictive analytics. However, knowledge in this area is limited as technological changes make it difficult to keep pace with the actual performance of these strategies, so the objective of this review is to identify the big data techniques used in digital platform marketing for strategic sales. A total of 764 papers were identified in the Scopus and Web of Science databases, where 28 passed the selection criteria under the PRISMA statement. The main findings indicate that the use of big data and machine learning techniques can significantly improve digital marketing and sales strategies. These techniques enable better customer segmentation, content personalization and prediction of buying behavior. In conclusion, although Big Data and machine learning have great potential to optimize strategic digital marketing and sales strategies, more empirical research is required to validate the findings. The present review provides a comprehensive view of the current state and trends in this emerging area of knowledge.