Extent of data utilization within digital marketing processes

Abstract Data is currently the most valuable source in decision making process within digital marketing firms. The main aim of the article is to examine extension of data utilization within digital marketing processes. Research of the main aim was supported by two sub-goals, which focused on knowledge level of marketers’ data based approaches and on areas, in which are such approaches applicable. Quantitative research in form of questionnaire was utilized as a primary research method. Findings of the paper points to sufficient awareness about big data and artificial intelligence tools and uncover currently untapped potential of its implementation into digital marketing processes.