Use of Data Science in Marketing For present-day marketers, big data is a gold mine. With big data, we can identify and understand target audiences accurately with a degree of detail we couldn’t achieve a few years ago. However, having data does not make the difference; the difference comes when we use it to our advantage. The solution to better marketing is not building up stocks of records; the answer is data science. So, what is data science? What is this phenomenon that everyone is talking about? We will discuss what you need to know about data science and how it is used in marketing. What is Data Science? Data science involves the transformation of existing data into useful insights