Abstract

Tfg on how companies in the automotive industry use data analytics to better tailor their marketing campaigns to achieve customer loyalty. A systematic literature review was conducted. The main results show challenges and most used tools among many other things.

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Journal Title

Journal ISSN

Volume Title

Publisher

Universidad Rey Juan Carlos

URL external

URI

https://hdl.handle.net/10115/218677

DOI

Date

2025-03-20

Description

Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2024/2025. Directores/as: María Pilar Pascual Fraile

Keywords

Big data , Marketing personalizado , car industry , loyalty

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Trabajos Fin de Grado

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Review

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