The journey of a thousand miles begins with one step. My coworker, Yanir Seroussi, wrote about the work of data scientists in the marketing team.
Recently, Automattic created a Marketing Data team to support marketing efforts with dedicated data capabilities. As we got started, one important question loomed for me and my teammate Demet Dagdelen: What should we data scientists do as part of this team?
Even though the term data science has been heavily used in the past few years, its meaning still lacks clarity. My current definition for data science is: “a field that deals with description, prediction, and causal inference from data in a manner that is both domain-independent and domain-aware, with the ultimate goal of supporting decisions.” This is a very broad definition that offers a vague direction for what marketing data scientists should do. Indeed, many ideas for data science work were thrown around when the team was formed. Because Demet and I wanted our work to be proactive and influential, we suggested a long-term marketing data science…
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