Analytics & Data Science

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INTRODUCTIONS (9:45 – 10:00AM)

How We’re Growing a Talent Development Pool in the Field of Data Science (10:00-10:45AM)

A shortage of data science and analytic skills stands out as one of the nation’s most urgent of skill gaps. New job postings in the field are expected to reach more than 2.7 million by 2020, according to a 2017 report from the Business Higher Education Forum and PricewaterhouseCoopers (PwC). According to the report, "Increasingly, U.S. jobs require data science and analytics skills. Can we meet the demand? The current shortage of skills in the national job pool demonstrates that business-as-usual strategies won’t satisfy the growing need. If we are to unlock the promise and potential of data and all the technologies that depend on it, employers and educators will have to transform." In a direct response to the growing impact of computing and data in a digital world, universities across the nation are opening schools, forming research centers and offering new data-driven majors to meet the demands of the workforce. Hear from both New York’s own Cornell University, with its Roosevelt Island NYC Campus, and Harvard Business School Online on their efforts to expand the pool of data scientists.


Clarence Lee, Assistant Professor, Johnson Graduate School of Management, Cornell University
Gildas Bah, 
Data Engineer Analyst, Harvard Business School Online

II. Why Marketers Can’t Ignore It: Data Quality: 2019 Findings (11:00-11:45AM)

Today's consumers are more empowered than ever before, and competitive advantage is dependent on an organization's ability to harness data to improve customer understanding and engagement. Marketing Evolution commissioned Forrester Consulting to evaluate the state of organizations' marketing/media data quality and the tactics that help marketers promote quality efficiently and effectively. Forrester conducted a survey with 409 respondents with authority over marketing/media performance and measurement decisions. Explore why data quality is so important, yet marketers are struggling to make the necessary changes to improve the quality of their data - reducing the quality of insights they generate. Those aligned with seven data quality dimensions see the best results. Illuminate the path to success by hearing key recommendations.


Michael Cohen, Chief Technology and Data Officer, Marketing Evolution 
Rhona Wulf, VP Sales, Marketing Evolution  

LUNCH  (11:45AM-12:45PM)


III. Blockchain-based Advertising Efficiencies (12:45-1:30PM)
Blockchain often seems over-hyped but one application that makes sense is streamlining the digital ad supply chain. The increasing number of intermediaries - agency trading desk, an ad exchange, a demand side platform, a supply side platform, and various other networks, including losses from click fraud, ad blockers and brand damage caused by an ad inadvertently appearing alongside objectionable content – all take a cut of ad spend along the way. A blockchain pilot run by IBM, Unilever, and others has yielded an average two to three percent savings that will presumably grow over time.


Babs Rangaiah, Executive Partner, Global Marketing, IBM iX

This was such a big hit at our last meeting, we're making this a regular feature. You will be invited via email to submit your current marketing analytic challenges for open discussion on how to solve them. Free consulting! Engage your fellow committee members on evolving data issues. Share your thoughts on trends and hot topics in ML, AI, and more! This is a great opportunity to learn from your peers. 


Leo Kluger, Chief Data Scientist, IBM Corporation