Managing Data in Digital Marketing

Abstract

In Chapter 3, a discussion was undertaken about the merits of distinguishing data science as an area of science and the perception of data science due to the progress of computational possibilities. The historical outline of data science was discussed, along with a reference to the data-driven approach. An additional problem raised in this chapter relates to determining the role of the scientist in the process of knowledge discovery. Moreover, in the context of the development of the tooling and methodological apparatus based on analytical autonomous operation. Various areas of data science were characterized, and traditional and modern methods were compared in the process of knowledge discovery, also showing the relationship between individual elements based on the knowledge pyramid. In addition, areas of marketing where data mining