HIGHLIGHTS
- who: Vannessa Duarte et al. from the Escuela de Ciencias Empresariales, Universidad Catolica del Norte, Larrondo, Coquimbo have published the article: Machine Learning and Marketing: A Systematic Literature Review, in the Journal: (JOURNAL)
- what: This study explores the adoption of ML methods in marketing applications through a bibliographic review of the period 2008-2022. This study demonstrated that some articles optimized parameter procedures that play an important role in the predictive models . The analysis performed in this review ascertained that recommender systems are employed in market selection or orientation , in models aiming to overcome difficulties . . .
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