Resumen
This study explores the potential of data science software solutions like Customer Relationship Management Software (CRM) for increasing the revenue generation of businesses. We focused on those businesses in the accommodation and food service sector across the European Union (EU). The investigation is contextualized within the rising trend of data-driven decision-making, examining the potential correlation between data science applications and business revenues. By employing a comprehensive evaluation of Eurostat datasets from 2014 to 2021, we used both univariate and multivariate analyses, assessing the percentage of companies that have e-commerce sales across the EU countries, focusing on the usage of big data analytics from any source and the use of CRM tools for marketing purposes or other activities. Big data utilization showed a clear, positive relationship with enhanced e-commerce sales. However, CRM tools exhibited a dualistic impact: while their use in marketing showed no significant effect on sales, their application in non-marketing functions had negative effects on sales. These findings underscore the potential role of CRM and data science solutions in enhancing business performance in the EU?s accommodation and food service industry.