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Data science in marketing can be used for channel optimization, customer segmentation, lead targeting and advanced lead scoring, real-time interactions, among others, by providing a valuable insight into customer's preferences and behaviours. 
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A few years back, whenever a business wanted to get in-depth insights from their target audience or industry, they waited weeks for a comprehensive market research report. In today’s fast-changing environment, this kind of report would come too late to make any meaningful business decisions – they’d already be outdated.
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