Data science and marketing in e-commerce amid COVID-19 pandemic

Originality/Value: The main research value drawn from the study is to launch the data-driven models in e-commerce company it is needed to observe the real business need and available data, find the best programming and visualization tools. It was defined that the most beneficial data science solutions are demand forecasting, estimation of the marketing contribution, customers clustering, recommendation system and customers' attitude analysis. The main business need for each e-commerce company is to estimate the contribution of all marketing channels and advertisement formats separately. This issue may be easily handled with a regression modelling, which helps to understand a set of factors influencing sales.