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

Tehmina Fiaz Qazi, Abdul Aziz Khan Niazi, Farwa Mirza, Abdul Basit and Madiha Saleem
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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

Bulletin of Business and Economics (BBE), 2023, vol. 12, issue 4, 387-398

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.

Keywords: COVID-19; data science; digital marketing; ISM; MICMAC; Pakistan; uses of data science (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:rfh:bbejor:v:12:y:2023:i:4:p:387-398

DOI: 10.61506/01.00138

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