3 Introduction Today’s marketers have more data than they know what to do with. Being in direct communication with customers through multiple channels and contact points means they continually generate and accumulate vast amounts of data. Without a clear strategy for how to manage and use all that data, though, this can quickly lead to analysis paralysis. Deriving the most valuable insights from all that raw material takes more than simple analytics, visualizations, and business intelligence (BI). Table of contents Introduction Part One: What do marketers do with data? Part Two: Why you need data science Part Three: Data science use cases Final Thoughts: How to avoid drowning in data 3 5 9 14 17 Using customer data to validate yesterday’s decisions is useful, but it’s far from

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