Mapping Digital Marketing Analytics Literature: A Bibliometric Study of Research Trends, Gaps, and Emerging Theme

The objective of this paper is to conduct a bibliometric analysis of digital marketing analytics (DMA) and its correlation with marketing-related practices. The current study aims to provide an in-depth review of earlier research conducted in the field of DMA and associated areas. An analysis was conducted based on the year of release, distribution of authors, leading publishers, top authors, and the clustering of frequently used keywordThe database determines the total number of authors as 185, who participate in the topic using the parameter of at least two articles published in the chosen subject matter. Twenty-two of these requirements are met. VOSviewer discovers 654 keywords, of which 22 fulfill the requirement with a minimum occurrence of four. This literature review consolidates research from Scopus-indexed publications, emphasizing the development, methodology, applications, and issues related to DMA.