This book is a refreshingly practical yet theoretically sound roadmap to leveraging data
analytics and data science. The vast amount of data generated about us and our world is …

In the last decade, the use of data sciences in the digital marketing environment has
increased. Digital marketing has transformed how companies communicate with their …

Big data refers to the vast amount of data that is now being generated and captured in a
variety of formats and from a number of disparate sources. Big data is changing the way …

The new technology helps collect and store a considerable amount of information about
consumers' preferences and decisions in real-time. Thus, the unprecedented volume, speed …

Due to the industrial revolution and, thereby with, the emergence of Industry 4.0, there has
been an impact on the marketing of business firms, enabling them to digitally transform and …

The implementation of data collection and analysis actions can improve the effectiveness
and decision making on digital marketing strategies. The aim of this research is to find out …

Data science in marketing has become critical in gaining sustained competitive advantage
in a rapidly changing business environment. It involves using advanced analytics and …

Marketing has always been concerned with using available technology to understand and
communicate with the market (Caesarius & Hohenthal, 2016). The digital revolution has …

In the era of Industry 4.0 (4th industrial revolution), data has major impact on businesses,
since the revolution of networks, platforms, people and digital technology changed the …

In the contemporary world we live in, the most successful businesses are those that use
marketing tools to review and appraise data. The importance of having a solid …