"Within the realm of marketing, data science plays a critical role in unlocking valuable insights and driving strategic decision-making. This dynamic field encompasses a variety of key factors that collectively contribute to its power and effectiveness. These factors include the collection and preparation of high-quality data from diverse sources, the application of advanced analytical techniques such as descriptive, predictive, and prescriptive analytics, and the ability to communicate findings in a clear and actionable manner. Furthermore, data science in marketing requires an understanding of consumer behaviour, market trends, and competitive landscape, as well as the ability to leverage this knowledge to inform and optimise marketing strategies. As a result, the marriage of marketing expertise and data science capabilities creates a potent combination that can significantly enhance a company's competitive advantage and drive business growth"-- Provided by publisher.