机器学习 (ML) 在营销环境中的应用:参考文献计量方法
Sebastián Cardona-Acevedo1, Erica Agudelo-Ceballos2, Diana Arango-Botero2
1Centro de Investigaciones, Institución Universitaria Escolme, Medellín, 50005, Colombia.
F1000Research
|March 24, 2025
概括
营销中的机器学习优化了策略和个性化. 研究趋势显示出增长,其中包括数字营销和预测在内的关键主题突出了该领域不断发展的潜力.
科学领域:
- 商业和信息科学 商业和信息科学
背景情况:
- 机器学习 (ML) 应用程序在营销中越来越多地用于战略优化,个性化客户体验和增强决策.
- 尽管广泛采用,但在理解营销中ML的全部范围和轨迹方面仍然存在重大研究差距.
研究的目的:
- 系统地检查当前的研究趋势和科学活动在营销领域的机器学习的应用.
- 确定关键的参考文献,著名的学术期刊,以及与营销中的机器学习相关的不断发展的主题集群.
主要方法:
- 为了评估科学景观,进行了文献计量分析.
- 为了确保方法严格,遵循了系统审查和元分析 (PRISMA-2020) 的首选报告项目指南.
主要成果:
- 在营销领域的机器学习应用表明了持续的学术成长和日益增长的研究兴趣.
- 确定了关键的有影响力的作品和期刊,以及专注于数字营销,数据解释,预测分析和医疗保健应用的专题集群.
- 显而易见的是,大数据和数字营销策略的明显主题演变.
结论:
- 该研究证实了机器学习应用在营销中的持续重要性和重大研究潜力.
- 确定的趋势和主题集群为未来的研究方向和实际营销策略提供了宝贵的见解.
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