In today’s digital age, data have emerged as crucial assets for businesses, driving decision-making, innovation, and growth. The application of data science solutions, which involves extracting meaningful insights from vast amounts of data, has shown a significant impact on company revenues.

Data are valuable resources that can leverage business partnerships, vertical integration, or diversification. Their study revealed that consistency, completeness, and protection of data, combined with a data-driven company profile, can lead to improved customer management and operational efficiency. Such enhancements directly contribute to better business performance and, consequently, increased revenues [1].

By establishing a direct link between the outcomes of data science methodologies and value drivers for customers, businesses can systematically derive value from insights generated by data science. This systematic value creation translates into enhanced customer experiences, leading to higher sales and revenue [2].

According to [3], the spread of real-time data across companies, given the availability of appropriate analytical tools and methods, can have a significant impact on the entire company. This suggests that real-time data analytics, a subset of data science solutions, can provide businesses with timely insights, enabling them to make agile decisions that can boost revenues.

The contemporary landscape of e-commerce has seen a significant shift due to the integration of big data and Customer Relationship Management (CRM). A study by [4] reveals the profound implications of this merger, suggesting that businesses adopting this strategy become notably more aggressive in their marketing endeavors, leveraging tactics like push notifications to reach potential target audiences. This is further reinforced by [5], who identified shortcomings in traditional decision-making systems, highlighting the pivotal role of big data in bolstering both strategic and operational decisions, which in turn boosts marketing performance.

Drawing attention to the interplay between big data and CRM, [6] introduced a theoretical model delineating their combined influence on strategic sales performance. However, the relationship between these technologies and sales is not one-dimensional. The research of [7] underscores the role of regional differences, implying that the ramifications of big data on sales growth and gross margins might be mediated by region-specific factors. Ref. [8] delves into the B2B domain, affirming that big data analytics tied with customer relationship strategies can be a potent catalyst for enhanced sales growth.

The need to understand this intricate relationship between big data, CRM, and e-commerce sales has never been more pressing. The rationale is twofold: firstly, the digital transformation wave sweeping across industries, and secondly, the meteoric rise of e-commerce. As businesses chart their course in this digital era, understanding the drivers behind sales is pivotal. It is not merely about adopting technology; it is about leveraging it strategically. The digital arena of today boasts data of unprecedented volume, variety, and velocity, making the current juncture pivotal for businesses to comprehend and harness the potential of these technological marvels.

2. The Impact of Data Science Solutions on the Company Turnover

Customer relationship management has evolved as an important tool for businesses in the digital age and in their electronic commerce activities. At its core, CRM is not just about managing interactions with customers but is a comprehensive approach to understanding, targeting, and building relationships with customers to drive business growth. In recent years, there has been a rise in research evaluating the perceived business advantages of e-commerce. This study found, however, that the results vary substantially based on the differences between countries, the specific characteristics of businesses, and the types of businesses conducted. Ref. ^[9][13] highlights the benefits of e-commerce for small and medium-sized enterprises, in particular, market expansion and cost reduction. Chaffey categorized the benefits of e-commerce in this context as tangible benefits and intangible benefits. Intangible benefits are difficult to identify and quantify, whereas tangible benefits are associated with quantifiable factors such as increased sales, decreased costs, and market expansion. They are, however, closely related to tangible factors. For instance, a company that can shorten its product’s life cycle can generate tangible benefits such as reduced costs, greater customer satisfaction, and, ultimately, a rise in sales ^[10][14]. Rather than cost reduction, the most significant advantages of electronic commerce are related to the competitive environment. Increased sales and competitiveness are additional significant advantages. In addition, companies emphasize the significance of growing their customer base and improving customer service. Ref. ^[11][15] emphasizes the effectiveness of online media during the COVID-19 pandemic in boosting product sales. According to ^[12][16], one of the most significant benefits for small businesses is the increased ability to obtain information about customers and suppliers. Additionally, they can benefit from operating across regional and national borders. Because technology is global, companies can expand their market presence by entering global markets. Ref. ^[13][17] also emphasizes the importance of e-commerce in international business and its implications for the study of international business. Nonetheless, through electronic commerce, small businesses can increase their ability to communicate with consumers, suppliers, and competitors to the same extent as many of the world’s largest corporations, thereby enhancing their competitiveness. Ref. ^[14][18] concurs with this result. They suggest that, due to their size, small businesses will be more adaptable to changing conditions and will benefit from the increased speed and adaptability that electronic commerce provides. In the realm of e-commerce, CRM takes on an even more significant role. E-commerce businesses operate in a highly competitive environment where customer preferences can shift rapidly, and the market dynamics can change overnight. In such a scenario, having a robust CRM system can be the difference between success and failure. Ref. ^[15][19] emphasized the importance of CRM in electronic commerce, suggesting that it is a concept designed to increase companies’ profitability by enabling them to identify and concentrate on their profitable customers. More specifically, the application of CRM in electronic commerce, often referred to as Electronic Customer Relationship Management (e-CRM), is a critical success factor in the digital marketplace. This is especially true for business-to-consumer companies and smaller companies that might not have the vast resources of larger corporations but still need to effectively manage their customer relationships to thrive in the online space. The authors argue that the duration a company has been on the Web does not necessarily correlate with its success in electronic commerce; instead, the effective application of CRM strategies plays a more crucial role ^[15][19]. One of the primary advantages of e-CRM is its ability to provide personalized and customized support to customers. Ref. ^[16][20] highlights the strategic role of e-CRM in offering tailored solutions and experiences to customers. This personalization is crucial in the e-commerce landscape, where customers are often inundated with choices. By understanding customer preferences, behaviors, and purchase histories, e-CRM systems can deliver targeted offers, product recommendations, and content, thereby enhancing the overall shopping experience and increasing the likelihood of conversions ^[16][17][20,21] emphasized the importance of enhancing “user experience” to foster loyalty and improve returns. As businesses seek to adapt to these changes, the integration of data science solutions, like CRM, becomes invaluable. CRM systems offer insights into user behavior, enabling businesses to tailor user experiences in applications. Such personalized interactions can lead to increased conversions and turnover. This is especially pertinent when evaluating user expectations for specific functionalities, such as mobile e-commerce application features. However, while the potential benefits of e-CRM are evident, its implementation in the retail sector has been varied. A study by ^[18][22] analyzed the availability of e-CRM features on retail websites and their relationship with consumer satisfaction and site traffic. Their findings indicated that while e-CRM features can significantly enhance consumer satisfaction, many standard retailers lag behind in their implementation. This gap presents both a challenge and an opportunity. Retailers who can effectively integrate e-CRM features into their online platforms stand to gain a competitive edge, while those who neglect this aspect risk alienating their customer base. The integration of customer relationship management into a company’s strategy has profound implications for its marketing performance. In the e-commerce landscape, where competition is fierce and customer loyalty is paramount, the role of CRM becomes even more critical. Ref. ^[19][23] conducted a study that delved into the effects of CRM on marketing performance. Their findings were unequivocal: CRM significantly influences marketing performance. The study revealed a strong correlation, with a path coefficient of 0.79, indicating that companies that effectively implement and manage their CRM strategies are more likely to see enhanced marketing outcomes. However, the impact of CRM is not limited to marketing performance alone. Another study by ^[20][24] explored the relationship between CRM, innovation, and performance advantages. Their research demonstrated that developing close relationships with customers enhances a firm’s ability to innovate. This innovation, in turn, has a direct positive impact on performance. The study supports the idea that CRM is not just a tool for managing customer interactions but can be a catalyst for broader organizational improvements, driving both innovation and performance. Also, a study by ^[21][25] explored the impact of e-CRM on service quality, particularly in private hospitals in Jordan. The results demonstrated that electronic customer relationship management had a positive impact on service quality. This finding underscores the importance of e-CRM not just in retail e-commerce but also in sectors like healthcare, where service quality can significantly influence customer trust and satisfaction. Another dimension of service management in e-CRM is how businesses handle service failures and customer complaints. A study by ^[22][26] emphasized that successful service management is at the core of e-CRM. Their research on the impact of e-service failures and customer complaints on e-CRM revealed that how businesses address and rectify these issues plays a crucial role in shaping customer perceptions and loyalty. Effective complaint resolution can not only mitigate the negative effects of service failures but also enhance customer trust and loyalty in the long run. The capabilities of CRM systems have expanded significantly with the advent of new technologies, especially Big Data Analytics (BDA). These capabilities not only enhance the core functions of CRM but also serve as mediators that amplify its impact on sales performance. With the rise in online interactions and data-driven decision-making, there’s an observable surge in the volume, velocity, and diversity of data from various sources about consumers, processes, or environments. Ref. ^[23][27] highlights that breakthroughs in areas like machine learning and big data have accelerated advancements in predictive analytics. By integrating big data and machine learning, organizations have the capability to build and employ models in their data repositories to predict outcomes, gauge potential risks, or make analytical forecasts. Ref. ^[24][28] stressed the importance of extracting only the data pertinent to decision-making from the vast amounts of available data, relegating the rest to different applications, or disregarding it altogether. Ref. ^[25][29] notes the fast-paced evolution of big data analytics, a tool that bridges numerous businesses and institutions, enabling them not only to benefit from the data but also to enhance customer engagement, a sentiment echoed by ^[26][30]. Ref. ^[27][31] delved into the relationship between big data analytics, CRM capabilities, and perceived sales performance. Their findings indicated that BDA and CRM capabilities share a strong positive impact on perceived sales performance. This suggests that the integration of BDA into CRM systems can provide businesses with deeper insights into customer behaviors, preferences, and trends, thereby enabling them to tailor their marketing strategies more effectively and drive sales. Another dimension of CRM capabilities is the integration of the Internet and database marketing. A study by ^[28][32] highlighted that such integration enhances the effectiveness of CRM practices. By leveraging the vast amounts of data available online and combining it with traditional database marketing techniques, businesses can create more targeted and personalized marketing campaigns. This not only improves customer engagement but also leads to better conversion rates and increased sales. In the dynamic world of e-commerce, where businesses vie for customer attention and loyalty, CRM software has emerged as a game-changer. This chapter delves into the profound influence of CRM software on e-commerce sales, drawing from empirical research and insights. Ref. ^[29][33] highlighted that differences in CRM effectiveness lead to significant variations in sales processes. Their research emphasized that the geography of firms does not qualify these influences, suggesting that the benefits of CRM are universal across different regions and markets. A study by ^[30][34] supported the hypothesized influences of customer orientation, customer-centric organizational systems, and CRM technology on CRM capabilities. Furthermore, they found that CRM capabilities directly influence organizational performance, which includes sales outcomes. Ref. ^[31][35] emphasized the role of e-CRM in enhancing customer satisfaction in online shopping. Their study provides insights for managers and marketers to implement e-CRM effectively, aligning it with the current needs and requirements of consumers. Such alignment can lead to increased customer loyalty and, consequently, higher sales. Additionally, ^[32][11] provided empirical evidence that the adoption and utilization of CRM positively impact sales performance, sales effectiveness, and collaboration. This suggests that businesses that effectively integrate CRM into their operations can expect enhanced sales outcomes.