Chapter 4: Data Science and Applications
To some extent, data science is recently becoming the most popular field.
Nearly all of the world businesses today use data science.
Consequently, the fuel of any industry is data science.
Industries that use data science include transport, banking, education, e-commerce, manufacturing, finance, and so on.
To this end, related to the convention of data science are various applications.
Multiple disciplines stem from this single career line.
With massive numbers of applications, data science has become quite essential for all industries.
It has shaped and kept so many businesses in any trends around the world.   
It is not overnight that the function of data science applications develops.
Cheaper storage and computing have made tremendous contributions to shorten tasks people do in a day within a few hours.
It will be essential to discuss some of these critical applications and see how they have shaped today’s industries.
Also, the way they transform the world and revolutionize people’s perceptions of data.
Ultimately, it is vital to address various situations industries use data to make them better. 
Banking and Finance
Finance takes the leading position when it comes to data science applications.
Every year, losses and bad debts were on the rise, and businesses were going down.
Grief was the order of the day for those surviving.
However, since they sanctioned loans while they have paperwork that provided them with various data, they needed rescue, and that is where data scientists came in to help. 
As a vital element to match their competition, it is now more than a trend for the banking industries to engage in the applications of data science.
Right now, making smarter decisions, enhancing performance, and focusing their resources have been possible for banks because of those big data technologies.
Some of the cases of data science applications include; 
Fraud detection    
For fraud involving credit cards prevention and detection, insurance, accounting, and so many more, data science application becomes crucial.
Banks are being proactive with the security of their employees and customers.
It is now faster for banks to resist activity on an account to minimize losses since they detect fraud quickly. 
As a result, they have been able to avoid significant loses and achieve necessary protection when they implement a series of fraud detection schemes. 
The fraud detection vital steps include: 
Data scientists need to fine-tune and train individual data set since they are different.
There are demands for expertise in techniques of data-mining, including forecasting, classification, association, and clustering, to transform the in-depth theoretical knowledge into practical applications.
For example, the bank’s fraud protection system can put unusual high transactions on hold pending the confirmation from the account holder.
Algorithms of fraud detection can also investigate multiple accounts opened in a short period with the same data, or unusual high purchases of popular items of new accounts.  
Customer data management  
It is part of the obligations of the banks to analyze, store, or collect vast numbers of data.
With these data, data science applications are transforming them into a possibility for banks to learn more about their customers.
Doing this will drive new revenue opportunities instead of seeing those data as a mere compliance exercise.
People widely use digital banking, and it is more popular these days.
The result of this influx produces terabytes of data by customers; therefore, isolating genuinely relevant data is the first line of action for data scientists.
With the customers’ preferences, interactions, and behaviors, then, data science applications will isolate the information of the most relevant clients and process them to enhance the decision-making of the business. 
Investment banks risk modeling  
While it serves the most critical purposes during the pricing of financial investments, investment banks have a high priority for risk modeling since it helps regulate commercial activities.
For investment goals and to conduct corporate reorganizations or restructuring, investment banking evaluates the values of businesses to facilitate acquisitions and mergers as well as create capital in corporate financing.
For banks, as a result, risk modeling seems exceedingly substantial, and with more data science tools in reserve and information at hand, they can assess it to their benefit.
Now, for efficient risk modeling and better data-driven decisions, with data science applications, innovators in the industry are leveraging these new technologies.  
Personalized marketing    
Providing a customized offer that fits the preferences and needs of particular customers is crucial to success in marketing.
Now it is possible to make the right offer on the correct device to the right customer at the right time.
For a new product, people target selection to identify potential customers with the use of data science applications.
With the aid of apps, scientists create a model that predicts the probability of a customer’s response to an offer or promotion through their demographics, historical purchase, and behavioral data.
Thus, banks have improved their customer relations, personalize outreach, and efficient marketing through data science applications. 
Health and Medicine
An innovative potential industry to implement the solutions of data science in health and medicine.
From the exploration of genetic disease to the discovery of drug and computerizing medical records, data analytics is taking medical science to an entirely new level.
It is perhaps astonishing that this dynamic is just the beginning.
Through finances, data science and healthcare are most times connected as the industry makes efforts to cut down on its expenses with the help of a large amount of data.
There is quite a significant development between medicine and data science, and their advancement is crucial.
Here are some of the impacts data science applications have on medicine and health. 
Analysis of medical image  
Medical imaging is one of the most significant benefits the healthcare sectors get from data science applications.
As significant research, Big Data Analytics in healthcare indicates that some of the imaging techniques in medicine and health are X-ray, magnetic resonance imaging (MRI), mammography, computed tomography, and so many others.
More applications in development will effectively extract data from images, present an accurate interpretation, and enhance the quality of the image.
As these data science applications suggest better treatment solutions, they also boost the accuracy of diagnoses.  
Genomics and genetics  
Sophisticated therapy individualization is made possible through studies in genomics and genetics.
Finding the individual biological correlation between disease, genetics, and drug response and also understand the effect of the DNA on our health is the primary purpose of this study.
In the research of the disease, with an in-depth understanding of genetic issues in reaction to specific conditions and drugs, the integration of various kinds of data with genomic data comes through data science techniques.
It may be useful to look into some of these frameworks and technologies.
For a short time of processing efficient data, MapReduce allows reading genetic sequences mapping, retrieving genomic data is accessible through SQL, BAM file computation, and manipulation.
Also, principally to DNA interpretation to predict the molecular effects of genetic variation, The Deep Genomics makes a substantial impact. Scientists have the ability to understand the manner at which genetic variations impact a genetic code with their database. 
Drugs creation    
The process of drug discovery is highly complicated since it involves various disciplines.
Most times, the most excellent ideas pass through billions of enormous time and financial expenditure and testing.
Typically, getting a drug submitted officially can take up to twelve years.
With an addition of a perspective to the individual stage of drug compound screening to the prediction of success rate derived from the biological factors, the process is now shortened and simplified with the aid of data science applications.
Using simulations rather than the “lab experiments,” and advanced mathematical modeling, these applications can forecast how the compound will act in the body.
With computational drug discovery, it produces simulations of computer models as a biologically relevant network simplifying the prediction of future results with high accuracy.  
Virtual assistance for customer and patients support  
The idea that some patients don’t necessarily have to visit doctors in person is the concept behind the clinical process optimization.
Also, doctors don’t necessarily have to visit too when the patients can get more effective solutions with the use of a mobile application.
Commonly as chatbots, the AI-powered mobile apps can provide vital healthcare support.
Derived from a massive network connecting symptoms to causes, it is as simple as receiving vital information about your medical condition after you describe your symptoms.
When necessary, applications can assign an appointment with a doctor and also remind you to take your medicine on time.
Alongside allowing doctors to have their focus on more critical cases, these applications save patients’ time on waiting in line for an appointment as well as promote a healthy lifestyle.  
Industry knowledge    
To offer the best possible treatment and improve the services, knowledge management in healthcare is vital.
It brings together externally generated information and internal expertise.
With the creation of new technologies and the rapid changes in the industry every day, effective distribution, storing, and gathering of different facts is essential.
For healthcare organizations to achieve progressive results, the integration of various sources of knowledge and their combined use in the treatment process is secure through data science applications. 
Oil and Gas
The primary force behind various trends in industries like marketing, finance, internet, among others, is machine learning and data science.
And there appears to be no exception for oil and gas industry through the extracting of important observations with some applications in the sectors in upstream, midstream, and downstream.
As a result, within the industry, a valuable asset to companies is refined data.
Data science applications are quite useful in some of these sectors of oil and gas. 
Immediate drag calculation and torque using neural networks  
There is a need to analyze, in drilling, the structured visual data, which operators get through logging.
Also, they can capture the electronic drilling recorder and contextual data, which takes the pattern of daily reports of the drilling log.
It is essential to make an instant decision because of the time-bound disposition of drilling operations.
As a result, companies predict drilling key performance indicators; analyze rig states for real-time data visualization with the use of neural networks.
Using the AI, they can estimate the coefficient of regular and friction contact forces between the wellbore and the string.
Also, in any given well, they can calculate on the drill strings real-time the drag and torque.
Historical data of pump washouts is what operators can utilize, and through the alerts on their phone, they will be able to know when and if there will be a washout.  
Predicting well production profile through feature extraction models  
The recurring neural networks and time series forecasting is part of the optimization of oil and gas production.
Rates of gas-to-oil ratios and oil rates prediction is a significant KPIs.
Operators can calculate bottom-hole pressure, choke, wellhead temperature, and daily oil rate prediction of data of nearby well with the use of feature extraction models.
In the event of predicting production decline, they make use of fractured parameters.
Also, for pattern recognition on sucker rod dynamometer cards, they utilize neural networks and deep learning. 
Downstream optimization    
To process gas and crude oil, oil refineries use a massive volume of water.
Now, there is a system that tackles water solution management in the oil and gas industry.
Also, with the aid of distribution by analyzing data effectively, there is an increase in modeling speed for forecasting revenues through cloud-based services. 
The Internet
Anytime anyone thinks about data science, the first idea that comes to mind is the internet.
It is typical of thinking of Google when we talk about searching for something on the internet.
However, Bing, Yahoo, AOL, Ask, and some others also search engines.
For these search engines to give back to you in a fraction of second when you put a search on them, data science algorithms are all that they all have in common.
Every day, Google process more than 20 petabytes, and these search engines are known today with the help of data science. 
Targeted advertising    
Of all the data science applications, the whole digital marketing spectrum is a significant challenge against the search engines.
The data science algorithms decide the distribution of digital billboards and banner displays on different websites.
And against the traditional advertisements, data science algorithms have helped marketers get a higher click-through-rates.
Using the behavior of a user, they can target them with specific adverts.
And at the same time and in the same place online, one user might see ads on anger management while another user sees another ad on a keto diet. 
Website recommendations    
This case is something familiar to everyone as you see suggestions of the same products, even on eBay and Amazon.
Doing this adds so much to the user experience while it helps to discover appropriate products from several products available with them.
Leaning on the relevant information and interest of the users, so many businesses have promoted their products and services with this engine.
To improve user experience, some giants on the internet, including Google Play, Amazon, Netflix, and others, have used this system.
They derived these recommendations on the results of a user’s previous search. 
Advanced image recognition  
The face recognition algorithm makes use of automatic tag suggestion feature when a user uploads their picture on social media like Facebook and start getting tag suggestions.
For some time now, Facebook has made significant capacity and accuracy with its image recognition.
Also, by uploading an image to the internet, you have the option of searching for them on Google, providing the results of related search with the use of image recognition.  
Speech recognition    
Siri, Google Voice, Cortana, and so many others are some of the best speech recognition products.
It makes it easy for those who are not in the position of typing a message to use speech recognition tools.
Their speech will be converted to text when they speak out their words.
Though the accuracy of speech recognition is not certain. 
Travel and Tourism
There are several constant challenges and changes, even with the exceptional opportunities data science has brought to many industries.
And there is no exception when it comes to travel and tourism.
Today, there is a rise in travel culture since a broader audience has been able to afford it.
Therefore, by getting more extensive than ever before, there is a dramatic change in the target market.
As a worldwide trend, travel, and tourism is no more a privilege of the noble and the rich. 
The data science algorithms have become essential in this industry to process massive data and also delight the requirements of the rising numbers of consumers.
To enhance their services every day, the hotels, airlines, booking and reservation websites, and several others now see big data are a vital tool.
The travel industry uses some of these tools to make it more efficient; 
Customer segmentation and personalized marketing  
Personalization has become a preferred trend for some people to appreciate travel experience.
The customer segmentation is the general stack of services to please the needs of every group through the adaptation and segmenting of the customers according to their preferences.
Hence, finding a solution that will align with all situations is crucial.
Collecting users’ social media data to unify, behavioral, and metadata, geolocation is what customer segmentation and personalized marketing all about.
For the future, it assumes and processes the preferences of the user. 
Analysis of customer sentiment  
Recognizing emotional elements in the text and analyzing textual data is what sentiment analysis does.
The service provider, as well as the owner of a business, can learn about the customers’ real attitude towards their brands through sentiment analysis.
The reviews of customers have a huge role when it comes to the travel industry.
This analysis is because to make decisions, travelers read reviews customers posted on various websites and platforms and then act upon these recommendations.
As a result, providing sentiment analysis is one of the service packages of some modern booking websites for those travel hotels and agencies that are willing to cooperate with them. 
Recommendation engine    
This concept is one of the most promising and efficient, according to some experts.
In their everyday work, some central booking and travel web platforms use recommendation engines.
Mainly, through the available offers, they match the needs and wishes of customers with these recommendations.
Based on preferences and previous search, the travel and tourism companies have the ability to provide alternative travel dates, rental deals, new routes, attractions, and destinations when they apply the data-powered recommendation engine solutions.
Offering suitable provisions to all these customers, booking service providers and travel agencies achieve this with the use of recommendation engines. 
Travel support bots  
With the provisions of exceptional assistance in travel arrangements and support for the customers, travel bots are indeed changing the travel industry nowadays.
Saving user’s money and time, answering questions, suggesting new places to visit, and organizing the trips have the influence of an AI-powered travel bot.
It is the best possible solution for customers' support due to its support of multiple languages and 24/7 accessibility mode.
It is significant to add that these bots are always learning and, as such, are becoming more helpful and smarter every day.
Therefore, solving the major tasks of travel and tourism is what chatbot can do.
Both customers and business owners benefit from these chatbots.  
Route optimization    
In the travel and tourism industry, route optimization plays a significant role.
It can be quite challenging to account for several destinations, plan trips, schedules, and working distances and hours.
With route optimization, it becomes easy to do some of the following: 
For sure, data science improves lives and also continues to change the faces of several industries, giving them the opportunity of providing unique experiences for their customers with high satisfaction rates.
Apart from shifting our attitudes, data science has become one of the promising technologies that bring changes to different businesses.
With several solutions the data science applications provide, it is no doubt that its benefits cannot be over-emphasized.