What a scientist learned from digital analytics

Early in April I found myself at a hotel in Downtown San Francisco, surrounded by experts in the field of internet marketing. I was not lost; I went there to learn how to be a better scientist. Let me explain.

Looking for industry examples of communicating with data led me to digital analytics. This branch of internet marketing relies heavily on data analysis and hypothesis-testing, which sounds like a scientist’s bread and butter.  Like scientists, analysts will be successful if they can demonstrate their approach is better than a gut feeling. Unlike most scientists, digital analysts routinely present quantitative data to non-technical audiences. And being part of  the marketing world, they take their presentations seriously. Continue reading