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A Brilliant Collection of Marketing Analytics & Data Science Insights

ConstellationsPhoto by Pixabay

“When a collection of brilliant minds, hearts and talents come together . . . expect a masterpiece.” – inspirational quote (Successories.com)

I’m fortunate for the opportunity to feature a collection of profiles about many brilliant industry experts in my May and June Brilliance@Work posts.

I’m also grateful to these individuals for sharing their insights on how to deploy marketing analytics and data science to drive our businesses and organizations forward.

This week, these experts and many others will be presenting at the Marketing Analytics & Data Science Conference (MADS) in San Francisco, California. Watch for my MADS conference posts on LinkedIn, Twitter, Google+ , Starry Blue Brilliance , and The Market Research Blog,

In the meantime, here’s a summary of all the Brilliance@Work MADS conference presenter profiles:

R&D Informatics Expert Laura Aguiar. Learn how Laura and her data science team support R&D informatics innovation at Roche.

Laura Aguiar

Laura Aguiar

Data Storytelling Expert Earl Taylor. Learn how Earl and MSI use quantitative and qualitative data to help their members stay on the forefront of marketing thought and practice.

Earl Taylor

Earl Taylor

Industrial Internet Expert Beena Ammanath. Learn how GE is leading the Industrial Internet.

Beena Ammanath

Beena Ammanath

Marketing Measurement Expert Eric Callahan. Learn how to implement successful measurement programs.

Eric Callahan

Eric Callahan

Mobile Analytics Expert Danfeng Li. Learn Alibaba’s strategy in the mobile marketplace.

Danfeng Li

Danfeng Li

Technology Researcher Wayne Huang. Learn how social media is transforming the way consumers interact with brands.

Wayne Huang

Wayne Huang

Data Detective Camille P. Schuster, Ph.D. Learn how the questions you ask while analyzing the data are critical for successful business outcomes.

Camille P. Schuster, Ph.D.

Camille P. Schuster, Ph.D.

Generational Marketing Expert Jane Buckingham. Learn about the importance of understanding generations for business success.

Jane Buckingham

Jane Buckingham

Marketing Metrics Expert Don Sexton. Learn about the importance of Customer Surplus Factor (CSF) for business success.

Don Sexton

Don Sexton

Business Storytelling Expert Nancy Kazdan. Learn why the real goal of communication is human connection.

Nancy Kazdan

Nancy Kazdan


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Brilliance@Work: Data Detective Camille P. Schuster, Ph.D.

Photo: James Lee, Chester, NH, USA

Photo: James Lee, Chester, NH, USA

Welcome to Brilliance@Work, a series of profiles about stellar collaboration professionals and their best practices at work. Throughout May, we’ll feature Marketing Analytics & Data Science experts.

Camille P. Schuster, Ph.D.

Camille P. Schuster, Ph.D.

Camille P. Schuster, Ph.D. is Professor, Marketing, for the College of Business Administration at California State University San Marcos and President of Global Collaborations Inc. She’s also a presenter at the Marketing Analytics & Data Science Conference on June 8-10, 2016 in San Francisco, California.

As a preview to her presentation “Playing Detective with Data,” Camille shares insights on how the questions you ask while analyzing the data are critical for successful business outcomes.

Peggy L. Bieniek, ABC: How should organizations innovate and improve the way they use data in their business operations?
Camille P. Schuster, Ph.D.: 
All organizations have a tremendous amount of data available to them including consumer information, heavy users vs. light users, average purchase size vs. large purchase, number of purchases per week or month or quarter, feedback forms, on time payment data, social media data, contact information, and more.

How to use it depends upon the business question. Analyzing data for the sake of analyzing is not particularly helpful. Start with the business question, analyze the data you have, determine whether it is cost effective to obtain other data you would like to have, and move forward.

PB: What is the role of data in data analysis?
CS: Data is the raw material that can be used to solve problems. The data itself includes numbers or words (if analyzing text) to be transformed into a standard format for comparison and manipulation purposes. When the comparisons and manipulations are complete, then you have information.

The most valuable skill of all is the ability to interpret what the information means and how it can be used to solve a problem. All three steps are critical for success and require different skill sets.

Preparing and cleaning the data to make it usable for use in specific software requires one set of skills. Knowing which tools are needed to perform what calculations requires a different set of skills. Being able to understand the data and what calculations were formed to be able to interpret the results and make recommendations to solve business problems requires another set of skills. Understanding each of the steps and the interaction between the steps is essential.

PB: What are the attributes of a successful system for reliable data analysis?
CS: The attributes of a successful system include:

  • Knowing the questions that need to be answered
  • Determining whether you have data that can answer those questions or can get that data
  • Having people with the skills to perform the necessary steps
  • Having the appropriate hardware and software for the analyses you need to do

PB: What will people gain from attending your conference presentation?
CS: My presentation will demonstrate how the questions you ask influence your results and understanding of the situation which, in turn, will change your business recommendations.

Want to hear more from Camille? Join us at the Marketing Analytics & Data Science Conference. Learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.