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Data Science for Marketers: Data science is the hottest thing since sliced bread. LinkedIn has indicated that open job positions for data scientists is up a whopping 11,500% year over year. Yet many marketers feel like data science is an unreachable, mystical discipline shrouded in mystery. I’ll give your audience a tour of what marketing data science is, how it relates to marketing analytics, and practical tips for using popular data science techniques to make your marketing insights more valuable. You’ll learn: the difference between marketing analytics, data science, and AI, the four key attributes of a data scientist, how to draw more insights out of any dataset, including a simple export from Google Analytics, and how to get started on professional development if you want to pursue data science as a career option.
Christopher S. Penn is an authority on analytics, digital marketing, and marketing technology. A recognized thought leader, best-selling author, and keynote speaker, he has shaped four key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, and artificial intelligence/machine learning in marketing. As Chief Data Scientist of Trust Insights, he is responsible for the creation of products and services, creation and maintenance of all code and intellectual property, technology and marketing strategy, brand awareness, and research & development. Mr. Penn is a 2020, three-time IBM Champion in IBM Analytics, a Brand24 Top 100 Digital Marketer, co-founder of the groundbreakingPodCampConference, and co-host of the Marketing Over Coffee marketing podcast. Prior to cofounding Trust Insights, he built the marketing for a series of startups with a 100% successful exit rate in the financial services, SaaS software, and public relations industries.