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I think of data scientists as artists; each silo of data is a different jar of paint adding to the beauty of the final piece. Just as the artist’s curiosity led her to her masterpiece, the data scientist’s inquisitiveness will lead the company to deeper, strategic insights used to make changes and increase profit.
Regardless of how your customer comes to you (i.e. mobile device, iPad, visiting a retail location, etc.) they have information to give you. If they are buying a pair of jeans in your store they are giving you their preferences, such as color, style, waist/length size, texture, amount they have spent, brand affinity and if they responded to a promotion.
Do you really know your customer? Another favorite brand of mine is confused, and with their confusion it has left me questioning if they received my order or not. Recently I received an email reminding me that my $10 rewards were awaiting its use. Things went downhill from there.
With the weakening of the third-party ecosystem, targeting consumers online the way so many do today is about to change. Instead of campaigns that rely on a less-than-ideal third-party approach, online behemoths such as Google and Facebook are developing their own tools to help marketers use the data they already have.
While government data gathering and tracking is a whole different issue, the fear behind the online tracking for marketing is unfounded. Yes, companies have data about your online activities, your purchases, some of your interests. Responsible companies use that information to provide you with an enjoyable and relevant online experience.