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The rise of the data scientist

Data and the world of information is expanding exponentially. IBM has predicted that 35 zetabytes of data will be generated annually by 2020. This abundance of digital intelligence means huge potential for businesses, particularly marketing departments who can leverage it to drive targeted and smarter campaigns. As David Ancell, commercial director at Amaze One summarises: “Data insight and smart application gives brands the edge over their competitors. Knowledge leads to better targeting, more relevant customer journeys and, ultimately, higher conversion and ROI.”

However, beyond the hype of big data lies the reality of actually being able to capture, analyse and use the information to transform business and drive revenue. IBM also warns that poor data can cost businesses 20-35 per cent of their operating revenue.

To address this challenge, there are a growing number of businesses actively employing a seemingly new breed of analytics expert to work in collaboration with the marketing department. Step forward the data scientist. This fascinating role is becoming more prevalent in today’s forward-thinking businesses, and proving itself a highly valuable addition – not just to marketing but the wider organisation, too.