In the last decade, the use of Data Sciences, which facilitate decision-making and extraction of actionable insights and knowledge from large datasets in the digital marketing environment, has remarkably increased. However, despite these advances, relevant evidence on the measures to improve the management of Data Sciences in digital marketing remains scarce. To bridge this gap in the literature, the present study aims to review (i) methods of analysis, (ii) uses, and (iii) performance metrics based on Data Sciences as used in digital marketing techniques and strategies. To this end, a comprehensive literature review of major scientific contributions made so far in this research area is undertaken. The results present a holistic overview of the main applications of Data Sciences to digital marketing and generate insights related to the creation of innovative Data Mining and knowledge discovery techniques. Important theoretical implications are discussed, and a list of topics is offered for further research in this field. The review concludes with formulating recommendations on the development of digital marketing strategies for businesses, marketers, and non-technical researchers and with an outline of directions of further research on innovative Data Mining and knowledge discovery applications.

在过去的十年中，数据科学的使用显着增加，它有助于决策和从数字营销环境中的大型数据集中提取可行的见解和知识。但是，尽管取得了这些进展，但仍缺乏有关在数字营销中改善数据科学管理的措施的相关证据。为了弥合文献中的空白，本研究旨在回顾（i）分析方法，（ii）用途和（iii）基于数字营销技术和策略中使用的Data Sciences的绩效指标。为此，对迄今为止在该研究领域做出的重大科学贡献进行了全面的文献综述。结果全面介绍了数据科学在数字营销中的主要应用，并产生了与创建创新的数据挖掘和知识发现技术有关的见解。讨论了重要的理论含义，并提供了主题列表以供该领域的进一步研究。审查总结了为企业，营销人员和非技术研究人员制定数字营销策略的建议，并概述了有关创新数据挖掘和知识发现应用的进一步研究方向。