Luxury brands need data scientists to improve upon their luxury marketing reach to guide influencers. Data science is also known as data-driven science. Which is an interdisciplinary field about scientific methods, processes, and systems to extract knowledge or insights from data in various forms, either structured or unstructured, that similar to data mining.
Digiday.com revealed that “Farfetch’s newly appointed chief marketing officer, John Veichmanis is at the helm of a small army of 130 creatives, data scientists, editors and artificial intelligence specialists on the marketing team at the company’s London headquarters. Veichmanis, formerly the company’s svp of digital marketing, took over the post at the beginning of June from former CMO Stephanie Horton. Now, he’s in charge of guiding Farfetch’s marketing strategy as the company pushes for profitability and preps itself for a forthcoming IPO, which is expected to be valued anywhere from $1.5 billion to $5 billion.”
When Harvard Business Review called data science “The Sexiest Job of the 21st Century” the term became a buzzword, and is now often applied to business analytics, or even arbitrary use of data, or used as a sexed-up term for statistics.While many university programs now offer a data science degree, there exists no consensus on a definition or curriculum contents. Because of the current popularity of this term, there are many “advocacy efforts” surrounding it.
Data science is a “concept to unify statistics, data analysis and their related methods” in order to “understand and analyze actual phenomena” with data. It employs techniques and theories drawn from many fields within the broad areas of mathematics, statistics, information science, and computer science, in particular from the sub-domains of machine learning, classification, cluster analysis, data mining, databases, and visualization. Turing award winner Jim Gray imagined data science as a “fourth paradigm” of science (empirical, theoretical, computational and now data-driven) and asserted that “everything about science is changing because of the impact of information technology” and the data deluge.
Jing Daily, featured that “the leading Chinese digital marketing agency Social Touch recently hosted a marketing conference in Shanghai that gathered industry experts from institutions such as IBM and Forrester to discuss the future of mobile social marketing in China.”
It’s the knowledge from data science that drives the mobile social marketing in China.