Today especially, customers value a personalized approach. Personalization is no longer just a trend, but something you take for granted.

Marketers are tasked with capturing the attention of customers. Whether we're talking about a small store or IKEA, perfect personalization is essential. The good news is that technology is advancing and allows you to understand exactly what your audience needs.

Over the past decade, information consumption on the web has increased manifold. Now, there are over six billion devices connected to the internet, about 2.5 million terabytes of data generated every day, and about 1.5 MB of data created every second for each person.

With this pile of data, marketers and business owners need to figure out how to personalize a product, when to offer it to a customer, and how to make the buying process easier. This is possible with the help of data science.

Data science plays a growing role in all aspects of our lives. It's also the biggest driver of marketing innovation at the moment, fueling advances in automation, artificial intelligence, machine learning, and virtually all marketing technologies.

So, it's only natural that interest in data science and related fields is growing.
Let's take a closer look at what data science is and how it works.