Marketing and the Data Science Dance

One of the biggest challenges encountered when using big data in marketing is knowing where to start, what to explore first, and what are the most informative initial queries to pose. If data science was a dance, then we would know what to do -- follow the choreographer's lead and take our cues from them. Well, this is critical advice in dancing, and great advice for data scientists too. This should always be your first clue (…cue): What insights do you need to derive from your data? New features to provide deeper insights?