Executive at Harvard Business School as well as our Marketing Analytics &
Data Science Conference keynote speaker, to discuss the state of marketing
analytics and data science, and where it’s going in the future.
some of the world’s biggest companies on business model innovation. As an
entrepreneur, he co-founded Coradiant; the Year One Labs accelerator; and a many
other startups. Not to mention, he’s a sought-after speaker, and has launched
and chaired some of the world’s leading conferences on emerging technology,
including Startupfest, Strata, Cloud Connect, and Pandemon.io. Croll is also the
author of four books on technology and entrepreneurship, including the
best-selling Lean Analytics, which has been translated into eight languages.
the data science and analytics industry in 2017?
to answers. This is really maturity: It’s asking the right question that’s
hard. Big data is replacing business intelligence, but most of it is still
being used to run reports and batch processes’rather than to find advantage or
algorithms holds promise. Those with the authority to do so are pointing
machine learning at their data seta to find correlations, then testing those
for causal relationships they can exploit.
biggest changes data science and analytics since you started your career?
is clear: once, we first defined the schema, then collected data. Now, we
collect the data, then define the schema.
later.” This is a huge difference, but it has sort of snuck up on us. It
means we can iterate more, answering questions and adjusting our lines of
social media and mobile made your job easier or harder?
more spurious correlations. So it’s a two-edged sword.
and analytics transforming every industry right now?
gets unreasonably powerful, very quickly. Whether driving a car, or playing a
video game, or diagnosing a disease, or optimizing the design of an aircraft
part, algorithms are better than humans. They don’t get tired; they make fewer
mistakes; they don’t take breaks.
industry that will not be changed by the ruthless efficiency of algorithms
advancing its digital frontiers.
the ‘sexiest job of the 21st century’?
critical thinking, and engineering. It requires a sense of narrative, and the
ability to build something. It’s that element of engineering that distinguishes
it from simple analytics, because it builds things that become products, or
processes. Rather than running a report, it improves the report’s results.
challenge in data science and analytics today?
facts. My good friend Randy Smerik argues that there’s no such thing as big
data: An airline that knows you’re running late fails to update your hotel;
false positives about in credit card management.
we seldom apply them to significantly improve the business or the customer
experience because doing so means making fundamental changes to the organization,
job descriptions, customer policies, and so on.
science and analytics moving in the next 5 years?
Pundits have been saying that for a long time, but in the last couple of years
tools like Cortana, Google Now, Siri, and Alexa’as well as various chat
interfaces like Slack, Sophos, and Skype’are going mainstream.
companies to implement better analytics and algorithms because it will be too
risky to do otherwise. If the organization can know everything about itself all
the time, it will be expected to do so. “We didn’t know this was
happening” will no longer be an excuse. And consequently, algorithms that
can parse all of that data and reduce risk will be mandatory.
Alistair during his keynote session, ‘Don’t’ Get Duped by Data’ at the
Marketing Analytics & Data Science Conference April 3-5, 2017 in San
industry. There is a reason why it is being called the sexiest job of the 21st
century. Calling all professionals that want to harness analytics and data
science! Do you realize how critical you are to the future of your organization?
Learn more here: https://goo.gl/CbYosj
Blog discount code MADS17BL for $100 off the current rate. Buy your tickets