Role of Big Data and Machine Learning on Marketing and Digital Transformation

The article discusses the impact of big data and machine learning (ML) on the information technology of the marketing industry as well as the challenges it faces with regard to management of information and data. The analysis found aspects of the sector's digital transformation that have not already been completely covered by consensus academic studies in order to achieve this. Papers spanning five databases have been obtained. Website of Science, Scopus, Research-gate, Emerald, and ProQuest are some examples of collections. 69 papers were chosen for this reviewed literature after 214 articles were screened. Five topics that are highly applicable to the technological age in marketing were highlighted as study gaps in the current literature. Five other prospective areas of further studies in the use of big data and ML-driven solutions in the marketing sector were also suggested. By highlighting areas that require actual investigations, systematisation, follow-up research, affirmation, or the collection of experimental observations, an exploration of the potentials of digitization in branding could be helpful to university scholars as well as practitioner's alike working in the fields of information technologies (IT), information systems (IS), business, & advertising.