data science

“Bridging Data Science and Research Insights” – MediaScience

The session is designed to help empower researchers by better acquainting them with data science opportunities.  At the same time, data scientists lacking media experience are being thrown into the deep end with demands for answers to questions the context of which they don’t fully understand. 

 The session helps educate them on the benefits of collaboration.  Bridging the gap between these communities will be critical to both groups going forward.

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Top Trends for Mobile Advertising and Data Science in 2016

Lauren Moores presents the five top trends for mobile and data science in 2016 in this Advertising Age article. Marketers will begin adopting beacon proximity signals, mobile audience modeling and prospecting will get more sophisticated, advertisers will dig into physical and emotional signals from wearables, creative agencies will turn to data science to optimize campaigns, and cross-device marketing will become even more prevalent.

Moores points out that mobile is a way of living and a vehicle for content and communications.  In 2016, the distinction between digital and linear channels will begin to blur, and marketers will combine behavioral and geolocation signals to uncover new customers.  In addition, there is strong potential for campaign and audience optimization as a result of mobile data.

See all 5 Cups articles.