Hopefully the title got you to click on the blog, although the title is a stretch to fit the content and I probably missed the words “adventure” and “pirates”, but the change in attitudes towards data analysts is something that has been playing on my mind for a while.
Brands and businesses need to make decisions based on information available to them – nothing new here. Eliciting these decisions from data, and the various forms it takes, both structured and unstructured text, numeric, and code has become a vast task and in a bid to keep up the analysts have all been rebranded as scientists overnight to try to compete for, advance in and defend, market position. Essentially recognised for what they have known all along – the data finds the problems and the answers. This march of repositioning and re-branding is not going away and the engine is only just warming up….
This creates challenges.
Technology has stepped up to the plate to solve some of this. “I hear your challenge” say Google, IBM, Microsoft, SAS and many others…we shall solve this for you using cognitive computing, automated decisioning…we will rebadge the old, mix with the new and deliver packaged solutions to help free your shackled scientists for the labs…to some extent this has helped and if deployed and utilised correctly can fundamentally free up time for innovation. Working for a data and marketing technology implementer I would say this!
So is data science the emperor’s new clothes? If I am a CEO, and the CMO, CIO and COO are all saying we need innovation, but for every good hypothesis proven out there are ten that go nowhere,how do I make sure I haven’t just created a whole lot of cost? And how do I encourage a culture of free thinking when there are commercial pressures…how do I limit (note the word limit) the rabbit warrens of cost this could create?
Having worked with, and to all intent for, some excruciatingly good data analysts over the years, I believe I now have some exposure to what works well:
Written by Daniel Telling
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