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Practice paper

Why domain knowledge is essential for data scientists in marketing

Andrea Ahlemeyer-Stubbe and Agnes Müller
Applied Marketing Analytics: The Peer-Reviewed Journal, 7 (4), 362-373 (2022)
https://doi.org/10.69554/HHNM4948

Abstract

What good is the most scientifically valuable analysis if it piles up in marketers’ inboxes but does not give them the necessary foundation for their decisions? Such a situation is no use to data scientists and certainly no use to the marketing team. The root of the issue is that two worlds meet here that speak completely different languages. Only if data scientists can ‘translate’ their results into marketing language will their work be successful. Marketing teams do not need as much information as possible; rather, they require just the right information, preferably with recommendations for action that can guide their decisions. To select the information that is truly useful for marketing and communicate it in an understandable way, data scientists must have more than expertise in analytics methods and tools (which is assumed and therefore not discussed in detail here); they also need to know about marketing objectives and have a comprehensive contextual understanding of their company’s industry and sector, including competitors. Knowledge of the general situation in the world as well as the legal, political and religious particularities of the countries in which the company operates is also required. In short, analytics results that truly drive marketing can only be delivered by data scientists with domain knowledge. Using a case study from the field, this paper shows how data scientists can gain the domain knowledge they need to be successful in marketing and in which aspects of their work it helps them perform more effectively.

Keywords: domain knowledge in data science; marketing analytics; success factors; data scientist; predictive modelling; statistics; computer science

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Author's Biography

Andrea Ahlemeyer-Stubbe is Director of Strategic Analytics at servicepro GmbH and former president of the European Network of Business and Industrial Statistics. She is co-author (with Shirley Coleman) of Monetising Data — How to Uplift Your Business and A Practical Guide to Data Mining for Business and Industry, as well as a frequent lecturer at various universities and speaker at industry conferences.

Agnes Müller is Senior Analytical Consultant at servicepro GmbH. She is involved in projects and workshops for customers both large and small from different industries. Combining technical perception with textual skills, her focus lies on making complex analytical cases and results understandable for customers and other people who are unfamiliar with analytics.

Citation

Ahlemeyer-Stubbe, Andrea and Müller, Agnes (2022, March 1). Why domain knowledge is essential for data scientists in marketing. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 4. https://doi.org/10.69554/HHNM4948.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 7 / Issue 4
© Henry Stewart
Publications LLP

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