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Discovering discovery: Data discovery best practices

Author

Listed:
  • Sterne, Jim

    (Online Marketing Analytics … Business Scaling Consultant, USA)

Abstract

Data discovery is the art of going beyond answering specific questions. Given the goals of the organisation and a clean and reliable dataset, the ‘data detective’ is at his or her best in formulating intriguing questions. This paper looks at a variety of ways to stimulate the creative analytics process through the study of anomalies, the employment of segmentation, the avoidance of cognitive bias, and sidestepping the confusion between correlation and causation. With this set of tools in hand, the analyst must then communicate insights clearly in order to become a change agent via data.

Suggested Citation

  • Sterne, Jim, 2015. "Discovering discovery: Data discovery best practices," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 1(3), pages 206-213, July.
    • Handle: RePEc:aza:ama000:y:2015:v:1:i:3:p:206-213
    as

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    More about this item

    Keywords

    discovery; anomaly; segmentation; cognitive bias; correlation; story telling;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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