"Data Discovery: Tell me something that I don't know" is the definition of data mining - discovering unexpected patterns and relationships in data. In this session Neil explores the approach to insight generation through data mining and predictive analytical technologies.
Using real world case studies he covers the ins and outs of data mining analytics on digital data, which types of techniques can be used to solve which kinds of problems and some of the challenges that you will inevitable face along the way. Discover what your data can tell you if you ask it the right questions.
In Part I (out of three), Neil discusses the difficulty of extracting signals from all the noise present in the overwhelming quantity of data we deal with nowadays. While we now have tools for free and the cost of collecting data is diminishing, Neil questions: "what do we do with all this data?"
He introduces other tools that can help us to address some of these challenges:
Neil goes over the Data Mining Process and the steps needed in order to implement it and, more importantly, to get insights out of it:
Neil Mason joined Foviance as part of an acquisition of Applied Insights whom he was director and co-founder. With 25 years of in-depth industry experience in marketing analytics and strategy, Neil leads Foviance's analytical consulting practice. This delivers an enhanced digital marketing analytics capability to both Foviance's and Applied Insights existing and future clients.
Neil is one of the world's leading analytics guru's and he has a big reputation. He holds an MBA from Kingston Business School, a Diploma in Business and Economic Forecasting and currently serves on the Board of Directors of the Web Analytics Association, the global industry body for digital analytics professionals.