Telling the Story of Data

Mathematics has always attracted those brilliant few who see more than ones and zeroes. Some mathematicians -- like Alon Amit co-founder and VP of product at the marketing analytics platform Origami Logic -- look beyond figures and see stories. These stories are the bread and butter of a data scientists, individuals who thrive in the sea of data that has swallowed many marketers by bringing context to numbers. "A lot of the work of data science, machine learning, algorithms is not in the making of algorithms themselves, but in the handling and transforming of data [and] getting data to the right place and making sure it's clean and consistent," Amit says. This is the supreme challenge of the modern marketer, taking disparate datasets from multiple sources and channels, and making that data make sense.