Data-Driven Marketing Processes : A Roadmap for Big Data Analytics Adoption in a Brazilian SaaS SME
Small and medium-sized enterprises (SMEs) often face unique challenges in integrating advanced digital technologies due to limited resources and organizational constraints. While much attention has been given to large firms' adoption of big data analytics (BDA) and artificial intelligence (AI), less is known about how SMEs can leverage these tools effectively. This study addresses the research que
