ABSTRACT
One of the most important developments in the last decade is the increasing prevalence of data. This is frequently referred to as big data. One of the main underlying drivers of this explosion is the increasing digitalization of our society, business, and marketing. Big data has become the norm and firms understand that they might be able to compete more effectively in a digital environment by analyzing these data. The problems with creating value from data science mainly arise due to a lack of knowledge and skills on how to analyze and use the (big) data. Given the growing importance of data science, its economic value and the problems firms face in capitalizing on these opportunities, we believe there is an urgent need to provide greater knowledge and to develop data science skills. This chapter also presents an overview of the key concepts discussed in this book.
