• Nikita Jain Nahar
• Anshu Biyani

DAaaS (Data Analytics-as-a Service) is an information provision and distribution model in which data are made available to customers over a network. DAaaS offers convenient and cost effective solutions for customer and client oriented enterprises. DAaaS is expected to facilitate new and more effective ways of distributing and processing data. DAaaS is emerging as underlying technologies that support web services and SOA (service oriented architecture).The use of the SOA, Internet and digital media and technology to support “modern marketing” has given rise to a bewildering range of labels created by both academics and professionals. It has been called digital marketing. It is the marketing of products or services using digital technologies. One of the biggest challenges of digital marketing is to mining and analyzing the valuable knowledge hidden behind the amount of data available. According to existing literature, to succeed in today’s business world, industries must adopt the technologies and talent to manage big data. Big data refers to data sets that are not only big but also high in variety and velocity which makes them difficult to handle using traditional tools and techniques. IT organizations have generated, collected and stored vast amounts of data and now, IT is being asked to provide the infrastructure to perform analytics on this data. But this task is a resource intensive proposition and is being solved by cloud technology in the form of DAaaS. DAaaS (Data Analytics-as-a Service) is an extensible platform that uses a cloud based delivery model. It is the delivery of statistical analysis tools or information by an outside provider that helps organizations to understand and use insights gained from their large amounts of data in order to achieve a competitive advantage. DAaaS represents the approach to an extensible platform that can provide cloud based analytical capabilities over a variety of industries and use cases. From a functional perspective, the platform that covers the end-to-end capabilities of an analytical solution from data acquisition to end-user’s visualization, reporting and interaction. Benefits of DaaS include the ability to move data easily from one platform to another, avoidance of the confusion and conflict that can occur when multiple "versions" of the same data exist in different locations, outsourcing of the presentation layer, reducing overall cost of data maintenance and delivery, preservation of data integrity by implementing access control measures, compatibility among diverse platforms, global accessibility and automatic updates.

Importance of DAaaS in Digital Marketing

"Importance of DAaaS in Digital Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.3-8, March-2019, Available :http://www.jetir.org/papers/JETIR1903D02.pdf

"Importance of DAaaS in Digital Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp3-8, March-2019, Available at : http://www.jetir.org/papers/JETIR1903D02.pdf