Navegando por Autor "Pestana, Marcus Vinicius Gomes"

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    Estratégias e ferramentas para data analytics no marketing digital: uma revisão sistemática da literatura
    (2025-06-27) Silva, Emerson Lino da; Cunha, Mônica Ximenes Carneiro da; http://lattes.cnpq.br/1775024859845111; Araújo, Fabrisia Ferreira de; http://lattes.cnpq.br/9852315723070987; Gomes, Anderson Rodrigues; http://lattes.cnpq.br/2811716093058287
    The growing volume of data generated by user interactions, advertising platforms, and transactional systems reinforces the need for the effective use of data analytics to extract insights and support strategic decision-making in digital marketing. This article presents a systematic literature review (SLR) conducted based on PRISMA guidelines, aiming to investigate the main strategies and tools used for data integration, centralization, organization, and analysis in this context. A search in the IEEE Xplore and Google Scholar databases resulted in the identification of 90 articles. After applying inclusion and exclusion criteria, 4 articles were selected for analysis. The results highlight tools and strategies related to ETL, data storage, and reporting, as well as industry best practices and emerging developments. It is concluded that the use of data analytics tools and strategies contributes to increased productivity and accuracy of information, positively impacting insight generation and the decision-making process in the context of digital marketing.