The Modern Data Scientist

It’s difficult being a data scientist these days.


No Marketing

“As I’ve mentioned before, data-driven marketing gives birth to “no marketing.” That’s marketing where you’re not pushing and you’re not spamming with irrelevant messages. It’s marketing that moves beyond conversations to connecting, to truly engaging with the brand, across all departments.”

Lisa Arthur – The Difference Between Personalization And Individualized Insights, Teradata

Mobiles and “Me Time”

On the question of what do we do with our phones all day, it turns out that the answer is pretty simple: we’re being a bit selfish and spending some nice “me time” in front of our screens when we’re not emailing, texting or actually using phones to call other people. Mobile phones can be a nice distraction from the world outside, allowing us to watch a funny video, play a silly game, or do some window shopping. It’s time you get to disconnect from everything else around you, and just do something for yourself. This is especially true if you’re for instance on a train commuting to work, waiting for friends to arrive for your dinner appointment, or just deciding to disengage from a conversation you’re not interested in, but also if you’re home on your sofa watching the news.

Of course mobile phones also serve other purposes, like socializing, planning activities (booking your flight or hotel), discovering new information by reading the daily news, shopping for a birthday present, or trying to manage your health (sleep apps anyone) or trying new apps that promise you higher productivity, but these activities occur more rarely. In the end, our phones are mostly an extension of who we are, and offer some well-deserved “me time” where we get to relax and find some entertainment to distract us from the world around us.

The four levels of creativity

Bojon Gourmet

I like this elegant explanation of different levels of creativity. We often only think of the highest level as actual creativity, but we forget about the other forms.

Level 1. Doing. Organizing my herbs and spices. Motivated by productivity. Purpose – getting things done.

Level 2. Adapting. Embellishing a ready-made meal. Motivated by appropriation. Purpose – make things my own.

Level 3: Making. Cooking with a recipe. Motivated by asserting my ability or skill. Purpose – make things with my own hands.

Level 4: Creating. Dreaming up a new dish. Motivated by inspiration. Purpose – express my creativity.

Adapted from  Sanders and Stappers (2008) – Cocreation and the new landscape of design

The Rise of the Sneaker

Call them sneakers, trainers, kicks or takkies, these shoes have officially become a global obsession. From minimalistic or functional pairs, to glittery fashion versions, sneakers seem to have become increasingly popular, especially within the past years. What originally started as a music-related fashion statement (think hip hop and Nike, or rock’n’roll and Converse), is now widely embraced by everyone, and especially women, from soccer moms to fashion models.

While in 1970, there were only 5 sneakers models available, the options have since skyrocketed to 3,371 in 2012*. But what has been happening since 2012 is even more impressive, especially for women’s sneakers, whicj have seen an almost threefold increase in demand in the UK. This trend is driven in part by high fashion brands introducing sneakers in their collections, such as Balenciaga, Saint Laurent, Jimmy Choo or Dolce & Gabbana, but also due to the increasing trend of active lifestyle and changing attitudes regarding casual dress. And while this season, fewer fashion brands are embracing sneakers, consumer demand for them is still high:

Visual: //

Even when removing discount data, and investigating only the number of sneakers selling at full price within a given season, the numbers are still impressive, especially considering that their prices have increased by approximately 53% within the past 2 years:

Visual: //

While there are monthly differences in sneaker demand, the trend is surely positive, with more women buying sneakers every year. Overall, it seems that sneakers are becoming an integral part of women’s fashion, and their popularity is a result of a higher demand for comfort among women, more active lifestyles, and a general proliferation of the casual lifestyle and Normcore (even in the office). Here’s to the new athletic cool aesthetic.


Data and visuals: EDITD via The Guardian.

Big Data – Smog of Numbers

“Big data creates a smog of numbers, and knowing how to tap into the right big data will define the differences between businesses that excel and businesses that choke,” says Rex Briggs, a bestselling author and founder of Marketing Evolution.“Big data is actually the confluence of three forces: real-time data, big data, and automation. Taken together, the change is the ability to discover, in real-time, which messages are working best with which people, in which context, in which media, and optimize accordingly.”

4 Marketing Analytics Tools That Are Shaping the Industry – Jean Spencer

Metrics vs. Strategy

Your metrics are not your business strategy; they measure the reality and efficacy of your business strategy. You can’t confuse a need to solve one problem with a desire to solve the other.

Greg Doufas – 3 Components of Smart Metrics