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Understanding the Value Chain in Programmatic Advertising
(2019)
Programmatic advertising uses data, machines and systems to buy advertising space. It is one form of data-driven marketing and the largest contributor to online advertising. Many steps of traditional marketing have been ...
The Silent Giant of Marketing: How Artificial Intelligence is Revolutionising Digital Marketing
(2019)
Digital marketing is transforming all the time due to technological advancements. This qualitative study aims to determine impacts artificial intelligence brings to digital marketing. The researcher’s objective was to ...
Data-driven marketing: a strategic guide for Oy Vallila Collection Ab to advance in data maturity
(2022)
Data-driven marketing means the strategy of using big data, acquired from customers and prospects, to improve marketing performance, personalisation and customer reach. In an era of increasing digital competition, many ...