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An Analysis of Post COVID-19 Scenario using Data Science in Digital Marketing

Author

Listed:
  • Tehmina Fiaz Qazi

    (Hailey College of Banking and Finance, University of the Punjab, Lahore, Pakistan)

  • Abdul Aziz Khan Niazi

    (Institute of Business & Management, University of Engineering and Technology, Lahore, Pakistan)

  • Farwa Mirza

    (Institute of Business & Management, University of Engineering and Technology, Lahore, Pakistan)

  • Abdul Basit

    (Lahore Institute of Science & Technology, Lahore, Pakistan)

  • Madiha Saleem

    (University of Engineering and Technology, Lahore, Pakistan)

Abstract

The Purpose of the study is to analyze the uses of data science in digital marketing in post COVID-19 scenario. General design of the study includes survey of relevant research literature, primary data collection, structural modeling and critical analysis. The study uses Interpretive Structural Modeling (ISM) for structural modeling and Matriced' Impacts Croise's Multiplication Appliquée a UN Classement (MICMAC) for analysis. Introducing new products, personalizing customers’ online experience and improve user experience occupy top (Level I) and tracking social media commentary/interactions occupies bottom (Level IX) of ISM model. Analyzing user generated content, tracking social media commentary/interactions, analysis of online sales data, analyzing social media trends, analyzing product recommendations and reviews and analyze real-time big data are categorized as independent uses. Optimize customers’ preferences, optimize stock levels in e-commerce businesses, introducing new products, improve user experience and identify fake news & false content are categorized as dependent uses but others are categorized as linkage uses and no one is categorized in autonomous. It is an original study because it uses real time market survey data the findings of which are useful for folks of its stakeholders. It is particularly useful for marketers. It has serious implications for businesses since nowadays there is influx of data generation that has become a type of a noise for businesses. Use of data science not only converts this data noise into useful information but also an opportunity. This study provides lot of information about uses of data science particularly for marketing.

Suggested Citation

  • Tehmina Fiaz Qazi & Abdul Aziz Khan Niazi & Farwa Mirza & Abdul Basit & Madiha Saleem, 2023. "An Analysis of Post COVID-19 Scenario using Data Science in Digital Marketing," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(4), pages 387-398.
    • Handle: RePEc:rfh:bbejor:v:12:y:2023:i:4:p:387-398
    DOI: https://doi.org/10.61506/01.00138
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    References listed on IDEAS

    as
    1. Audi, Marc & Ali, Amjad, 2019. "The Advancement in Information and Communication Technologies (ICT) and Economic Development: A Panel Analysis," MPRA Paper 93476, University Library of Munich, Germany.
    2. Abdul Aziz Khan Niazi & Tehmina Fiaz Qazi & Abdul Basit, 2019. "An Interpretive Structural Model of Barriers in Implementing Corporate Governance (CG) in Pakistan," Global Regional Review, Humanity Only, vol. 4(1), pages 359-375, March.
    3. Leonardo Salvatore Alaimo & Mariantonietta Fiore & Antonino Galati, 2020. "How the Covid-19 Pandemic Is Changing Online Food Shopping Human Behaviour in Italy," Sustainability, MDPI, vol. 12(22), pages 1-18, November.
    4. Audi, Marc & Poulin, Marc & Ali, Amjad, 2023. "Determinants of Human Wellbeing and its Prospect Under the Role of Financial Inclusion in South Asian Countries," MPRA Paper 120119, University Library of Munich, Germany.
    5. Tehmina Fiaz Qazi & Abdul Aziz Khan Niazi & Abdul Basit & Abdul Rehman & Aysha Nazir, 2019. "The Jostle of Workplace Pressures on Credit Managers: Interpretive Structural Modeling to Underpin the Severity," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 8(3), pages 155-163, September.
    6. Abdul Aziz Khan Niazi & Tehmina Fiaz Qazi & Abdul Basit, 2019. "Expounding the Structure of Slyer Ways of Tunneling in Pakistan," Global Regional Review, Humanity Only, vol. 4(2), pages 329-343, June.
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