The Use of Data Science in Digital Marketing Techniques: Work Programs, Performance Sequences and Methods.

Abstract

Over the past decade, there have been tremendous advances in the use of data science to facilitate decision making and extract and thus act upon insights from large data sets in digital business environments. However, despite these advances, there is still a lack of relevant evidence on actions to improve data science management in digital businesses. To fill this gap in the literature. The purpose of this study is to review (i) analytical methods, (ii) usage, and performance metrics based on (iii). Data science used in digital business techniques and strategies. To this end, a comprehensive literature search was carried out on the important scientific contributions made so far in this area of ​​research. The results provide an overview of the most important applications of data science in digital business. Generate insights related to the creation of innovative data mining and knowledge discovery techniques. Important theoretical implications are discussed and a list of topics for further research in this area is provided. This report aims to develop recommendations for enhancing digital business strategies for enterprises, marketing, and non-technical researchers, and identify directions for further research on innovative data mining and discovery applications in science.