It is no surprise that big data and analytics are making a difference in the way various industries function on a daily basis. Companies are used to traditional ways of marketing with a varying degree of success. Data science was not included in marketing automation. However, these two elements are being linked more frequently and are stronger than ever. Together they are able to create a process to store, manage and analyze a tremendous amount of data which can be used for marketing campaigns. DATAVERSITY brought this interesting information to our attention in their article, “Role of Data Science in Data and Market Automation.”

Data science is important. Without it there is no understanding of the customer’s content preference and the brand’s journey in those targeted customers’ lives would be short lived. With the help of data science, the digital marketing team can put several metrics in alignment with the insights developed from previous digital campaigns and target them further. This brings both accuracy and speed to marketing automation.

Melody K. Smith

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