Authors: Dr. N. Amudha, Dr. P. V. Rajeswari
Abstract: In the contemporary digital era, the convergence of Data Science and Digital Marketing has fundamentally transformed how organizations compete, operate, and engage with customers. Data Science enables the extraction of actionable intelligence from large, complex datasets, while Digital Marketing leverages these insights to design targeted and measurable marketing strategies. This paper presents a conceptual review examining the role of Data Science in enhancing Digital Marketing practices, with emphasis on key applications including customer segmentation, predictive analytics, personalization, sentiment analysis, market basket analysis, and campaign optimization. The study also explores the challenges of data privacy, technological complexity, and data fragmentation that impede effective integration of these disciplines. Drawing on systematically reviewed literature from peer-reviewed journals and authoritative textbooks, the paper concludes that the synergistic relationship between Data Science and Digital Marketing leads to improved decision-making, enriched customer experiences, and higher return on investment (ROI). Ethical considerations and future research directions are also identified.
DOI: https://doi.org/10.5281/zenodo.20177866
