What is data science and data visualization in terms of digital marketing?

I really don't understand your question. But, based on my understanding your question is the value of data science and data visualization in digital marketing.

When it comes to visualization, like they say "picture speaks a thousand words". Most of the target audience today don't tend to read unless they see value in it. One way to generate value is through visualization

Ex. indicators showing their total customer base, graphs showing subscribers.

Hence, visualization plays an important role

Second, to visualize something, you got have some data. When relevant data is analyzed and visualized then, you have the attention of your target audience. Data science also helps in customizing the results to your target audience

Look into any BI tool websites like tableau, SISENSE, power BI, they have great visual and data science involved in marketing.

here is a great article

http://ipullrank.com/how-to-empower-digital-marketing-with-data-science/

Jack Son

In fact, most data science and visualization techniques are old news. Researchers worked out the maths decades ago. You learn three-quarters of it in an undergrad statistics class with some programming. Any marketer can learn these basics and benefit.

What’s different now is that the tools involved are more accessible. They're cheap, and simple enough to use without a PhD. Everyone can download great open source data science software for free. Cloud computing runs these programs on supercomputers for a few cents per hour. These developments take what was theory, and allow businesses take advantage.

And they are. The American Marketing Association projects 440,000 marketing jobs will need “big data skills” in 2018 [1]. Companies in every industry now leverage number-crunching skills to boost profits. These skills create great value and you can learn them online.

There’s two areas an aspiring marketer-turned-data-scientist would do well do focus on:

1. Creating great marketing content

Most businesses create a ton of cool data.

And do nothing with it.

That stops with you. Take your internal data and split it, sum it, combine it, summarize it. Whatever you can to find unique business insights. Producing high-quality, original research will establish your brand as an authority. Use the insights to improve your sales material, or create evergreen blog articles.

2. Improving marketing strategy

Your CRM’s database can also provide great insight. Open it up and see what you can learn that will inform your strategies. Again, the analysis don't need to be complex. Some ranked averages might tell you which kind of person is most likely to buy.

Remember – the tools are out there. I recommend learning SQL as a starting point. It’s industry standard for analytics and will give you a good base for both the programming and math. With some dedication and hard work, you can start making a big impact on your marketing.

My personal toolbox:

Excel :-)

Python, Pandas, and Seaborn

SQL

Sources:

[1] https://www.ama.org/publications...

[2] Plotting a diagonal correlation matrix