Notebook Thoughts: A Data Science Approach to Marketing

This is the approach I take when thinking how to leverage data science and technology to solve a problem or seize an opportunity. Understanding and aligning on what we are solving for is the most important step.

1. Why, how, who and what are we trying to solve for? Are we solving a problem or seizing an opportunity? How does it align to the consumer journey?
2. Do we have the required data? Are we buying or collecting? Is it structured or unstructured? What about variety, velocity, veracity and volume of data?
3. What are the appropriate statistical model? Classification, regression, clustering, similarity, etc.? What about marketing models? Segmentation, propensity, etc.?
4. What is the deliverable and how does it work? Are we delivering through dashboards? Will it need to be real time?
5. Why should the client move forward with the recommended solution?
6. What is the investment required?
7. How are we going to test and optimize our proposed solution?