News Icon  Blog & Opinions

           Finding New Customers – It’s Not Rocket Science… It’s Data Science

Data Science

NASA has announced the discovery of a twin solar system, just like ours, all eight planets present and correct. The planets are placed around Kepler-90 – a star with many of the same properties as our own sun. All eight planets have a similar distribution and composition as our own solar system; rocky planets close to their “sun” and gas giants further away. Fascinating stuff. A mirror image of our own solar system and one we were completely unaware of.

The discovery of new planets and stars has always been in the news, but what makes this significantly different is that NASA used Google AI technology and big data to make the find. The Google AI system was trained, through machine learning, to scan a data vault gathered from four years of star gazing. 150,000 stars were studied while the bot was trained to spot signals which may indicate something of significance; an all too familiar task for marketers and data scientists!

There have been entire solar systems hiding in mountains of data which real people have been too “human” to spot. A similar problem surely for any business investing in data gathering and analysis?

Is Your Universe Bigger Than You Think?

There’s a nice business lesson to be learned from the NASA solar system discovery.

In sales and marketing parlance we talk about defining your “universe”. This could be anything from understanding your full data count, to analysing the customer journey vs SKUs and determining every potential customer across your various sectors and geographies. Allied’s analytics solution uses your universe to determine your whole strategy.

However, strategies are only as good as the analysis of the data in the first place. Traditional data analysis is a bit like star gazing; everything up there has already been discovered. It’s the business data equivalent of staring into space.

The real challenge surrounding data is to innovate. In every data set there is a whitespace of opportunity. Discover that, and you improve operational efficiency, capability, development and growth. You might even find your next “star” customer. Who in business isn’t looking for their own Kepler-90 customer?

What NASA scientists and Data Scientist have in common is understanding the value of rolling out the bot, from time to time, in order to discover your new universe.

Automation Nation – Are You in the Firing Line?

Is this taking automation too far though? In a list of jobs most at risk of automation you might expect to find telemarketing or taxi driving; but who’d have thought a NASA scientist would be usurped by an autobot? The technology revolution is forcing us to change pace (and jobs) faster than the metaphorical speeding bullet.

UK businesses are set to automate as many as 40% of business tasks in the next 3-5 years. Interestingly most employees welcome this. And with good reason. The automated jobs, just like with the NASA Google Bot, will be the boring, monotonous and labour intensive business processes no real human being enjoys anyway. Does it really have to come down to a choice: lose your living or the will to live?

Arguably not. The great thing about people is that they can do a ton of stuff which an autobot just can’t. They can be creative, show compassion, build relationships. All the real value add activities are strictly the domain of the individual. Who wants to do something that isn’t adding value to the business anyway?

The bot might find the new solar system in a heap of data but it can’t communicate or comprehend the discovery. Allied Analytics tools can find the whitespace in your data, but it’s the scientist and strategists which shape it into quality actionable business decisions.

Looking to expand your universe? - Get in touch with one of our Allied Analytics data scientists

Posted by: Emma Stewart, Commercial & Operation Director News Icon

Like what you see? Why not share it