Data Science in Marketing: How Analytics are Reshaping Consumer Insights

Purpose: The purpose of this research is to explore and elucidate the impact of data science on the field of marketing and how it has transformed traditional consumer insights. It aims to identify the key roles and applications of data analytics in marketing strategies and understand their significance in enhancing consumer understanding and decision-making processes. Study design/methodology/approach: This study adopts a comprehensive literature review approach to analyze and synthesize existing research studies, empirical evidence, and industry reports related to data science in marketing. Various sources such as academic journals, industry publications, and reputable online databases are examined to provide a holistic overview of the topic. Findings: The findings of this research highlight that data science has revolutionized marketing by leveraging advanced analytics tools, techniques, and machine learning algorithms to process vast amounts of consumer data. It enables marketers to extract valuable insights from large data sets, detect trends, predict consumer behavior, and personalize marketing strategies. Moreover, data science empowers marketers to make data-driven decisions based on accurate and real-time information, leading to better targeting, increased customer engagement, and improved return on investment (ROI). Originality/value: This research contributes to the existing literature on data science in marketing by offering an up-to-date and comprehensive analysis of the subject. It emphasizes the significance of utilizing data science techniques in marketing strategies and showcases the potential of data analytics in improving consumer insights. The originality of this study lies in its synthesis of diverse research sources, providing practitioners and researchers with valuable insights into the transformative power of data science in marketing and its potential in driving marketing success.