Hatim BENYOUSSEF

A lecturer and researcher at ENCG Kenitra (Ibn Tofail University), he has led the Strategic Studies and Decisions (EDS) research team since 2025. Holding a PhD in Management Science (Marketing specialization) from Grenoble Alpes University (France), his research focuses on digital marketing, multi-touch attribution, e-learning, and connected devices. A recognized expert in e-learning in Morocco, he directed the first e-learning barometer in the country. His recent work explores the integration of advanced technologies into marketing analytics and the ethics of AI applied to digital marketing.

Publications

El Mekkaoui, Z. E. A., & Benyoussef, H. (2025). Advanced multi-touch attribution for improved marketing analytics. In Artificial Intelligence and Data Analytics for Innovative Applications in Engineering, Sustainability and Technology, 183-191. Cham: Springer Nature SwitzerlandDOI: 10.1007/978-3-031-90318-2_21
El Mekkaoui, Z. E. A., & Benyoussef, H. (2025). The evolution of multi-touch attribution: Integrating advanced technologies for superior marketing insights. In International Conference on Advanced Intelligent Systems for Sustainable Development, 426-435. Cham: Springer Nature SwitzerlandDOI: 10.1007/978-3-031-91334-1_37
El Frioui, R., & Benyoussef, H. (2024). Consommation socialement responsable au Maroc : Vers une compréhension du fossé attitude-comportement. Revue de Publicité et de Communication Marketing, 2(2)DOI: 10.34874/PRSM.rpcom-vol2iss2.51625
El Mekkaoui, Z. E. A., & Benyoussef, H. (2024). Multi-Touch Attribution en marketing : Analyse bibliométrique et revue des perspectives. Revue de Publicité et de Communication Marketing, 2(2)DOI: 10.34874/PRSM.rpcom-vol2iss2.51624
El Harouchi, L., Benyoussef, H., & Azdimousa, H. (2020). Valeur de consommation des cosmétiques faits maison chez la femme marocaine. Revue Marocaine de Recherche en Management et Marketing, 12(1)DOI: 10.48376/IMIST.PRSM/REMAREM-V12I1.21983
Azdimousa, H., Benyoussef, H., & El Harouchi, L. (2019). L'usage des objets connectés au Maroc : Vers la mise en place d'un modèle conceptuel. Revue Marocaine de Recherche en Management et Marketing, 11(1)DOI: 10.48376/IMIST.PRSM/remarem-v11i1.17642