Welcome to the first chapter of Hands-On Data Science for Marketing! As you may be familiar already, the importance and application of data science in the marketing industry have been rising significantly over the past few years. Yet, marketing data science is a relatively new field and the amount of resources available for education and references lags behind the momentum. However, the amount of data gathered and available to the process has been growing exponentially each year, which opens up even more opportunities to learn and bring insight from the data.
With the growing amount of data and applications of data science in marketing, we can easily find examples of the usage of data science to marketing efforts. Companies are starting to use data science to better understand customer behaviors and identify different customer segments based on their...
