Everyone seems to talking about data scientists, but few really know what they do and how they can help you as a marketer.

In this Keynote presentation given at Intelligent Content Conference 2017 I shared my personal journey as a marketer to understanding one of our greatest challenges in a new era of evidence based decision making – the science of marketing analytics.
Key takeaways:

• A working knowledge of data science in a marketing context
• A cliff notes guide to Descriptive, Predictive, and Prescriptive Analytics
• The implications of big data and data science on marketing.