The importance of Data-driven decision-making grows rapidly as managers and CEOs understand its impact on their efforts to maintain image, competitiveness, and market share. As various platforms and digital methods provide means for analyzing large quantities of data, the role of adequately screening, modeling, analyzing, and reporting data becomes more vivid for improving performance of companies regardless of their scale or industry. International firms rely on comprehensive marketing strategies that entail various aspects (e.g. internal and external) to communicate and/or engage with customers, employees, and other businesses. In this respect, Leaders require robust analyses to improve their decisions and achieve desirable outcomes for the firm, while companies endeavor to enhance their social impact, green initiatives, and workplace environment. Measuring website and marketing performance, remarketing and financial outcomes is an essential process that aids firms in their endeavor towards corporate sustainability and positive outcomes. Google Analytics and similar platforms open the pathway for data analysts to contribute to their firms in an unprecedented manner

Pouya Zargar has completed his PhD in Business management and leads an active research lab focusing on HR, leadership, sustainability, marketing, and organizational psychology. Journal editor for MD{I, Elsevier, Sage Open, and Frontiers in Psychology. His work bridges the scholarly and commercial worlds, with expertise in data analysis, statistical modelling and marketing strategy. He is a statistician and marketing strategist for Poseidon Digital (immersive shows across the USA) and acts as management consultant for various firms.