Data Science in the Business Environment: Architecture, Process and Tools

Research output: Chapter in Book/Report/Conference proceedingChapter


Data science involves the collection, management, processing, analysis, visualisation and interpretation of huge amounts of data. It is a multi-disciplinary field that integrates systematic thinking, methodology, process and technology to develop intelligence with respect to real-world problems. This paper focuses on the business environment and identifies the components of data science forming a conceptual architecture before proposing a composite data-driven process model. Representative tools and techniques are applied to relevant case studies demonstrating innovation in undergraduate programme design, customer analytics and the marketing of insurance.
Original languageEnglish
Title of host publicationAdvanced Computing - 11th International Conference, IACC 2021
EditorsDeepak Garg, Sarangapani Jagannathan, Ankur Gupta, Lalit Garg, Suneet Gupta
Number of pages15
ISBN (Electronic)978-3-030-95502-1
Publication statusPublished - 8 Feb 2022

Publication series

NameCommunications in Computer and Information Science
Volume1528 CCIS
ISSN (Print)1865-0929
ISSN (Electronic)1865-0937


  • Applied data science
  • business analytics
  • conceptual architecture
  • process modelling
  • knowledge discovery
  • innovative case studies
  • Process modelling
  • Business analytics
  • Knowledge discovery
  • Conceptual architecture
  • Innovative case studies

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