The advertising business is going through a tectonic shift with consumer data from multiple channels and sources that brings the business closer to the end consumer than ever before. Harnessing the proven value of Advanced Analytics and Artificial Intelligence is a huge opportunity for advertisers to leverage data and generate actionable insights to inform creative, media, and strategy. ANA’s AEF is playing a central role in developing future Marketing and Advertising professionals armed with analytics as a key tool, and I wanted to be a part of contributing to this development. As an Adjunct Professor of Data Science and Operations at USC’s Marshall School of Business, I tread between both academia and practice, and want to build a bridge between these two worlds.
Check your ego at the door, roll up your sleeves, walk the aisles of the fulfillment centers and learn by doing – watch how data is born and how it flows through the system. Until then you cannot call yourself a Data ‘Scientist’. Learn from the folks in the trenches.
The opportunity to build from scratch a ‘Data-at-the-Center’ Model with people, processes, and technologies to inform strategy, creative, media, and operations.