DATA-DRIVEN PERSONALIZED MARKETING IN THE AUTOMOTIVE INDUSTRY: ENHANCING CUSTOMER ENGAGEMENT AND SALES

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dc.contributor.authorAlakhbaze Afli, Narjis
dc.date.accessioned2026-05-26T11:45:08Z
dc.date.issued2025-03-20
dc.descriptionTrabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2024/2025. Directores/as: María Pilar Pascual Fraile
dc.description.abstractTfg 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.
dc.identifier.urihttps://hdl.handle.net/10115/218677
dc.language.isoeng
dc.publisherUniversidad Rey Juan Carlos
dc.rights.accessRightsinfo:eu-repo/semantics/restrictedAccess
dc.subjectBig data
dc.subjectMarketing personalizado
dc.subjectcar industry
dc.subjectloyalty
dc.titleDATA-DRIVEN PERSONALIZED MARKETING IN THE AUTOMOTIVE INDUSTRY: ENHANCING CUSTOMER ENGAGEMENT AND SALES
dc.typeinfo:eu-repo/semantics/studentThesis

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