Marketing Meets Data Science: Bridging the Gap

Abstract

It is certain that computer science is completely reformulating the way that business is being conducted around the world. We are witnessing the increasing availability of large volumes of data together with the advances in artificial intelligence, machine learning and optimization techniques. Breakthroughs in statistics, discrete applied mathematics and new algorithms are leading to the development of a new interdisciplinary field: data science. The purpose of this chapter is to provide a bridge, a short-cut to understand some of the questions that computer science deals with in a context of developing new techniques to get knowledge from data.