Data Analysis in Digital Marketing using Machine learning and Artificial Intelligence Techniques, Ethical and Legal Dimensions, State of the Art.
Alexios Kaponis, Manolis Μaragoudakis
Abstract
Digital marketing has now been influenced by Artificial Intelligence to such an extent that optimized algorithms are able to predict consumer behavior, make the right offers to the right customers, and even evolve along with other new technologies such as blockchain. By adding value insights through data mining techniques, chatbots are now playing a key role in digital sales. Analyzing recent articles related to machine learning and Artificial Intelligence in digital marketing, this article presents a systematic review of recent progress to the task at hand. Apart from an examination of the legal and ethical context within which these techniques develop, we also investigated at the challenges Artificial Intelligence(AI) will present in the future of digital marketing.