You Have Data (Lots of Data), But How Do You Best Use It?

As a lover of forensic science, I know how the smallest clue can help solve the biggest puzzle. And that’s why I’m excited about how data has become such an integral part of the advertising equation. Data and science are inseparable. The definition of science is turning knowledge into the form of testable predictions. But where do you start?

Ask a QuestionIt begins by understanding what are you trying to learn and how will it be measured.  The more specific you can be, the better. The answer to which customer segments are most profitable will provide better actionable opportunities than how well are we doing?

Background ResearchWhat data are you collecting? Many companies collect lots of data, but is it the right data? Smart data helps solve business challenges. To get the best insights you have to start by gathering valuable information. Look for trends and correlations. Marrying both quantitative and qualitative data can also produce beneficial results.

Construct a…