col lective | t h e a u d i e n c e e n g i n e ®

The Rise of the Data Scientist

10/15/13

1. CHALLENGES FACING MARKETERS

2. THE RISE OF THE DATA SCIENTIST

3. BUILDING A DATA SCIENCES TEAM

Overview

Top Challenges Facing Marketers

Source: IBM CMO C-Suite Series, “From Stretched to Strengthened”

Data explosion

Social media

Growth of channel and device choices

Shifting consumer demographics

Financial constraints

Decreasing brand loyalty

71%

68%

65%

63%

59%

57%

DATA SCIENCE IS CRITICAL TO ADDRESSING THESE

Source: IDC, “The Digital Universe”

DataExplosion

VOLUMEExponential growth

VERACITYVarying data quality

VARIETYDiversity of sources

VELOCITYMillisecond decisions

YOU ARE HERE

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

40,000

30,000

20,000

10,000

THE DIGITAL UNIVERSE: 50-fold Growth from the beginning of 2010-2020

EXABYTES

DataExplosion

VOLUMEExponential growth

VERACITYVarying data quality

VARIETYDiversity of sources

VELOCITYMillisecond decisions

AUDIENCE(Who)

PLACEMENT(Where)

TIME(When)

CREATIVE(What)

1 Second(1,000 ms)

Elapsed Time

DE

VIC

E

DataExplosion

VOLUMEExponential growth

VERACITYVarying data quality

VARIETYDiversity of sources

VELOCITYMillisecond decisions

EXCHANGEPUBLISHE

R AD SERVER

Real Time Bidding

ADVERTISER AD SERVER

CREATIVE CDN

Serve Ad(200 ms)

Decide

Bid(50 ms)

Source: Collective

DataExplosion

VOLUMEExponential growth

VERACITYVarying data quality

VARIETYDiversity of sources

VELOCITYMillisecond decisions

PROVIDER #3

Age 20-25

Age 65-70

PROVIDER #1

PROVIDER #2

Age 65-70

Age 20-25

Age 65-70

Age 20-25

Growth of Channel & Device choices

Unified view of the

consumer? Choreographed

experiences? Consistent measurement?

DAYTIME LATE NIGHTPRIME TIMEEARLY FRINGEEARLY MORNING

RiseOf the Data Scientist

Data Scientist

Chief Marketing Officer

20132011 2012201020092007 200820062005

Source: Google Trends

Population Growth

Algorithms

Data

Data Scientist

Computers

Models

Predictions

Purpose

Visualizations

Insights

Evolutionary Tree

Data Scientist

Business Analytics

Business Intelligence

Domain Expert

Detective

Historian

Reporting

Visualization

Machine Learning

Data Mining Statistics

Science

Mathematics

Optimization

Artificial Intel.

Data Hacker

Computer Programmer

Data Developer

Data Admin.

Data Capture

Logician

Engineer

Source: Google Trends, Data Science Central, “Data Scientist Demographics”

NEW YORK

LONDON

BANGALORE

MOSCOW

SAN FRANSISCO

Demographics

<18

18-24

25-34

35-44

45-54

55-64

65+

50

100

150

0

AVERAGE AGE INDEXEDUCATION INDEX

NO COLLEGE

100

200

300

0COLLEGE GRAD SCHOOL

MALE vs. FEMALEINDEX

158

46

OPERATING SYSTEM

LINUX

Windows

MODERN LEGACY

Tool Usage

Open source

Community supported

State of the art

Steeper learning curve

MODERN TOOLS

DATA MANAGEMENT

HADOOP

Oracle

SASDATA ANALYSIS

R

VISUALIZATION TECHNOLOGY

GGPLOT Excel

Source: Wikipedia, “List of biases in judgment and decision making”

Critical Weaknesses

CONFIRMATIONSeeking what you believe

SAMPLE SIZEMistaking noise for real patterns

INFORMATIONSometimes, data is useless

SELECTIONIgnoring how the data was collected

NORMALCYIgnoring the ‘black swan’ possibility

Building a Data Science team

Where to put them

Chief Technology Officer

Data Sciences

Engineering & Operations

TECHNOLOGY

Product Management

PRO Tight integration into platforms

CON Weak business unit connections

PRO Connection to applications

Marketing Operations

Chief Marketing Officer

Data Sciences

Marketing Strategy

FUNCTIONAL

CON Limited scope and potential for bias

Chief Data Officer

Data Sciences

Data Management

DIVISIONAL

CON Data must be a top 3 board priority

PRO Focus &Sponsorship

Data Governance

ROCK STARPRINCIPALJUNIOR SENIOR

50%

Requiresclose supervision

Transformational Impact

Driven & accomplished

Must be mentored

35% 14% 1%

COMP

POPULATION %

ABILITY

CAT ANALOGY:

Levels of experience

Where they Congregate

EVENTS:

ONLINE:

Defining Success

INSIGHTSInfluencing big decisions

TRANSFORMATIONALNew products or strategies

ALGORITHMSAutomating micro decisions

OPERATING CHANGESRedesigned processes & technology

CONTACT: jstanley@collective.com

Thank You!