Data science is used in a variety of professions and businesses. In addition, contrary to popular belief, it makes a substantial contribution to digital marketing. We’ll be discussing that in this article.
Data science is a broad discipline that is widely used in a variety of sectors, including healthcare, transportation, education, and business. In reality, it serves as the foundation for ground-breaking innovations like self-driving cars and virtual assistants powered by AI.
What is Data Science?
Let’s explore what data science is by starting from the beginning. We did start with a definition from The Journal of Data Science, but it isn’t very descriptive.
It is possible to analyze a set of organized and unstructured data to find and extract pertinent statistics and insights. Data science is the term for this procedure.
The Data Science Life Cycle is the name given to the series of steps that make up the data science process. The Data Science life cycle doesn’t have any certain processes that can be consistently listed, although it typically entails the following:
- Data collection
- Data organization
- Data processing i.e., data mining, data modeling, etc.
- Data analysis
- Finalization of results
Data science’s function in digital marketing
After this brief introduction, let’s discuss the potential applications of data science in digital marketing.
- Keyword research
One of data science’s main advantages in digital marketing is its assistance with keyword research. Before moving on, let’s define how precisely keyword research relates to digital marketing.
Keyword research is an essential and fundamental part of search engine optimization (SEO). In addition, SEO is a big portion of digital marketing. That is essentially how these two are connected.
Let’s get back to the point
If a digital marketing expert wants to work on a website’s SEO, they must first create a keyword strategy for the content. The keyword strategy simply describes the short-tail and long-tail keywords that must be used in the website’s content and metadata. It also sets the minimum number of times the keywords must be used.
There is no limit on the number of terms that can currently be searched for online. There are trillions of them. When selecting a small number of keywords from this huge and seemingly endless pool, data science is necessary.
- Analysis of website performance metrics
Data science can be quite helpful in yet another instance of digital marketing.
Digital marketers must monitor the effectiveness of their websites or online platform. They must observe user behavior on various websites and the volume of traffic the website(s) is/are bringing in.
Some many other stats and metrics may be used to gauge website performance. As an example, here is a couple of these:
- Dwell time
- Bounce rate
- Amount of traffic
- Requests per second
- Error rate
Digital marketers may easily assess how effectively their website is performing and how users are interacting with it by applying information science tactics to collect and evaluate the various metrics.
- Monitoring website ranking statistics
Maintaining an eye on the ranking statistics is just as important as tracking website performance by looking at statistics like the bounce rate, dwell duration, etc.
Digital marketers may manage and adjust their SEO strategies by keeping track of how websites are doing in the SERPs. If a particular action causes the site’s ranking to fall, it should not be repeated in the future.
Data science can also be used to keep up with this information.