Discovering discovery: Data discovery best practices

Jim Sterne
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Jim Sterne: Online Marketing Analytics … Business Scaling Consultant, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2015, vol. 1, issue 3, 206-213

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.

Keywords: discovery; anomaly; segmentation; cognitive bias; correlation; story telling (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2015:v:1:i:3:p:206-213

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