Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics

In the last decade, use of Data Sciences, which facilitate decision-making and extraction actionable insights knowledge from large datasets in digital marketing environment, has remarkably increased. However, despite these advances, relevant evidence on measures to improve management Sciences remains scarce. To bridge this gap literature, present study aims review (i) methods analysis, (ii) uses, (iii) performance metrics based as used techniques strategies. end, a comprehensive literature major scientific contributions made so far research area is undertaken. The results holistic overview main applications generate related creation innovative Mining discovery techniques. Important theoretical implications are discussed, list topics offered for further field. concludes with formulating recommendations development strategies businesses, marketers, non-technical researchers an outline directions applications.