Data science is playing an increasingly important role in all areas of the customer relationship management lifecycle, but a surprising number of companies have yet to make this advanced technology part of their bag of marketing tricks. One of the main reasons is the lack of a clear picture painting exactly how data science can help engage customers more effectively, and, moreover, an inability to quantify the potential improvements.
To better understand just how data science can make sales and marketing more effective, it helps to start with one of these groups’ primary responsibilities: new customer acquisition.
