Growth hacking: Insights on data-driven decision-making from three firms

Volume: 90, Pages: 538 - 557
Published: Aug 23, 2019
Abstract
null null Theoretical background null The work explores how Big Data analysis can reshape marketing decision-making in B2B sector. Deriving from Data-Driven Decision-Making (DDDM) approach, the Growth Hacking model is employed to investigate the role of cognitive computing and big data analytics in redefining business processes. null null null Purpose null The main objectives of the study are: 1) to assess how a data-driven orientation to the...
Paper Details
Title
Growth hacking: Insights on data-driven decision-making from three firms
Published Date
Aug 23, 2019
Volume
90
Pages
538 - 557
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