{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,31]],"date-time":"2026-03-31T05:43:21Z","timestamp":1774935801869,"version":"3.50.1"},"reference-count":117,"publisher":"MDPI AG","issue":"12","license":[{"start":{"date-parts":[[2025,12,10]],"date-time":"2025-12-10T00:00:00Z","timestamp":1765324800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/100030925","name":"Research Unit on Governance, Competitiveness, and Public Policies","doi-asserted-by":"crossref","award":["UIDB\/04058\/2020"],"award-info":[{"award-number":["UIDB\/04058\/2020"]}],"id":[{"id":"10.13039\/100030925","id-type":"DOI","asserted-by":"crossref"}]},{"DOI":"10.13039\/100030925","name":"Research Unit on Governance, Competitiveness, and Public Policies","doi-asserted-by":"crossref","award":["UIDP\/04058\/2020"],"award-info":[{"award-number":["UIDP\/04058\/2020"]}],"id":[{"id":"10.13039\/100030925","id-type":"DOI","asserted-by":"crossref"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Systems"],"abstract":"<jats:p>This study assesses how Data-Driven Decision-Making (DDDM) impacts marketing practices and research. Using the PRISMA 2020 protocol, this research conducted systematic reviews of 94 peer-reviewed articles and utilized bibliometric and thematic analyses. From this, four major themes emerged: improvement in the customer experience via the personalization of marketing; marketing driven by innovation through data resource versatility, Machine Learning, analytics, and Artificial Intelligence; performance enhancement through the optimal allocation of resources; and the data governance and ethical use of such resources, and the use of such data resources. This study illustrates how the combination of multi-level theory and methodical stricture accounts for the systemic influence of DDDM in marketing. This study adds to these theories by proposing a cohesive and synthesized understanding of the interplay of the technological, organizational, and governance elements in data-driven marketing. This research provides organizations with actionable guidance aimed at increasing effective analytics-driven decision-making, while also ensuring the responsible use of data.<\/jats:p>","DOI":"10.3390\/systems13121114","type":"journal-article","created":{"date-parts":[[2025,12,11]],"date-time":"2025-12-11T08:39:18Z","timestamp":1765442358000},"page":"1114","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Data-Driven Decision-Making in Marketing: A Systematic Literature Review of Emerging Themes and Research Gaps"],"prefix":"10.3390","volume":"13","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5773-6049","authenticated-orcid":false,"given":"Rui Nunes","family":"Cruz","sequence":"first","affiliation":[{"name":"UNIDCOM of the Faculty of Design, Technology, and Communication (IADE), Universidade Europeia, Oriente Green Campus, Moscavide, 1886-502 Lisboa, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4793-4110","authenticated-orcid":false,"given":"Alb\u00e9rico Travassos","family":"Ros\u00e1rio","sequence":"additional","affiliation":[{"name":"Instituto Polit\u00e9cnico de Set\u00fabal, Escola Superior de Ci\u00eancias Empresariais de Set\u00fabal, Campus do Instituto Polit\u00e9cnico de Set\u00fabal, Edif\u00edcio ESTS, Estefanilha, 2914-504 Set\u00fabal, Portugal"},{"name":"The Research Unit on GOVCOPP\u2013Governance, Competitiveness and Public Policies, Campus Universit\u00e1rio de Santiago, Rua de S. Tiago DCSPT Room 12.3.8, 3810-193 Aveiro, Portugal"}]}],"member":"1968","published-online":{"date-parts":[[2025,12,10]]},"reference":[{"key":"ref_1","first-page":"50","article-title":"Data-driven marketing to accelerate decision making","volume":"55","author":"Kawada","year":"2019","journal-title":"Fujitsu Sci. Tech. J."},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"538","DOI":"10.1016\/j.indmarman.2019.08.005","article-title":"Growth hacking: Insights on data-driven decision-making from three firms","volume":"90","author":"Troisi","year":"2020","journal-title":"Ind. Mark. Manag."},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"1529","DOI":"10.1002\/mar.21670","article-title":"Personalization in personalized marketing: Trends and ways forward","volume":"39","author":"Chandra","year":"2022","journal-title":"Psychol. Mark."},{"key":"ref_4","doi-asserted-by":"crossref","unstructured":"Abakouy, R., En-Naimi, E.M., Haddadi, A.E., and Lotfi, E. 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