Exploring the intersection between data-driven marketing and economics: a bibliometric review as a methodological solution

In a contemporary business scenario, we are witnessing a significant convergence between data-driven marketing and economics, triggering fertile ground for scientific research. One of the central themes that emerged from this exploration is the escalating economic significance of big data in marketing practices. With the digital age, these disciplines intertwine as marketing-driven data analysis intersects with economic principles. This crossover raises pertinent questions about the implications for economic dynamics as organizations increasingly rely on data to guide their marketing strategies. The analysis revealed emerging trends and research streams within data-driven marketing and economics. This scientific chapter emerged from a bibliometric review to address this intersection, highlighting data-driven marketing personalization, strategic segmentation, and consumer feedback on economic performance. By mapping trends, gaps, and debates in the literature, it aims to provide a more comprehensive understanding of these interdisciplinary dynamics.