Jessica Goodfellow
Jul 9, 2019

How brands can be smarter with data science

Data science is becoming an increasingly critical weapon for brands to safeguard their future. But to use it effectively requires a sea change in the structure and thinking of an organisation. Are brands aware — and ready — for the scale of the investment?

The industry has a habit of rushing headlong into the latest vogue’ trend before considering why, and how, it makes business sense, and the same is true for data science.

While the term data science’ has only recently become vogue in the advertising industry, it is not a new concept. Brands and agencies have been analysing various forms of online and offline data to refine products and target advertising for many years, to varying degrees...

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