Applying Machine Learning in Marketing: An Analysis Using the NMF and k-Means Algorithms

Abstract

[EN] The integration of machine learning (ML) techniques into marketing strategies has become increasingly relevant in modern business. Utilizing scientific manuscripts indexed in the Scopus database, this article explores how this integration is being carried out. Initially, a focused search is undertaken for academic articles containing both the terms "machine learning" and "marketing" in their titles, which yields a pool of papers. These papers have been processed using the Supabase platform. The process has included steps like text refinement and feature extraction. In addition, our study uses two key ML methodologies: topic modeling through NMF and a comparative analysis utilizing the k-means clustering algorithm. Through this analysis, three distinct clusters emerged, thus clarifying how ML techniques are influencing marketing strategies, from enhancing customer segmentation practices to optimizing the effectiveness of advertising campaigns.