Measurement Insights

Generation Data Science

John Chandler, Clinical Professor of Marketing at University of Montana and Andrew Van Benschoten, Head of Data Science at Ovative Group, offer [mostly] understandable answers about what data science is and how the data privacy era will continue to increase marketing dependency on advanced measurement.

Riff 1 | What is Data Science? (3:20 – 7:40): “A data scientist is someone who knows more statistics than a computer programmer and more programming than a statistician.”

Riff 2 | Signs of Pushback (7:40 – 15:54): John and Andrew speak to instances in which they have experienced signs of pushback or skepticism, and how they have dealt with those.

Riff 2 | Analytical Tool Kit (15:54 – 19:21): John and Andrew discuss the tools and techniques they leverage in the data science field and what tools will become more common as time goes on.

Riff 4 | Aspiring to EMR (19:21 – 25:10): The doctors provide guidance on the communication and mindset needed to reach Enterprise Marketing Return.

Ovative is a digital-first media and measurement firm seeking to transform the measure of marketing success. At Ovative, we help brands move the needle. We are curious. We value your brand. We want to see you succeed. Connect with us to learn more!


Andrew Van Benschoten

Senior Manager, Measurement

About the Author

Andrew is the Head of Data Science at Ovative. He has 10 years of analytics experience across many disciplines including digital marketing, biological research, and infrastructure engineering. Andrew’s vision is to continually leverage the ever-growing sea of marketing data to drive actionable insights for Ovative’s clients.

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