Systems, Data Science in Marketing, and Computer Science

Abstract

The integration of information systems, data science, and computer science has profoundly transformed modern marketing by enabling organizations to collect, process, and analyze large volumes of data to support strategic decision-making. Advances in computational technologies, artificial intelligence, machine learning, cloud computing,and big data analytics have created new opportunities for businesses to understand consumer behavior better, optimize marketing campaigns, improve customer experiences, and increase organizational competitiveness. At the same time, these technological advances have introduced significant challenges concerning data privacy, cybersecurity,ethical decision-making, algorithmic transparency, and regulatory compliance. This study aims to analyze the interdisciplinary relationship between information systems, data science in marketing, and computer science, highlighting their theoretical foundations, technological evolution, practical applications, current challenges, and future perspectives. The research adopts a qualitative approach, grounded in a narrativeliterature review supported by scientific articles, books, institutional reports, and international publications on information technology, marketing analytics, artificial intelligence, and digital transformation. The findings indicate that the convergence of these disciplines has become fundamental for organizations seeking competitive advantages in increasingly data-driven environments. However, sustainableimplementation requires balancing technological innovation with ethical responsibility, information security, and compliance with data protection regulations