Incorporating Decision Science into Data Science

Machine Learning and mathematical rigor are tools at data scientists’ disposal. But we all know that having a better calculator won’t exactly result in better test scores, and having a more powerful computer won’t necessarily make you a better programmer. To develop a strategy that doesn’t underperform, a data scientist …

Segmentation and Discrete Choice Models from Market Research Data

Everyone has heard of “market research” as a way to learn more about the customers for a product or service, but did you know that through data-science-enhanced market research, organizations can potentially save marketing and deployment dollars in the long run? Through methods such as discrete choice modeling and segmentation, …

An Analytical Approach to Market Research

While the marketing industry has been steadily shifting toward a data-driven new reality, the marriage of observed data and custom-collected survey data has been adopted more slowly than might be expected. An Analytical Approach to Market Research