OnBase: Smashing Sales and Marketing Misalignments Ep. 429 | Unlocking Business Insights: Harnessing the Power of Diverse Data Sources for Anomaly Prediction
Episode Summary
In this episode of Sunny Side Up, Kieran Conway interviews Gail Buffington, a seasoned expert in analytics. Drawing from her rich background in both marketing and analytics, Gail discusses the importance of using diverse data sources to gain deeper business insights. She shares insights from her role at MilliporeSigma, emphasising the value of blending internal and external data, collaborating with third-party data providers, and the innovative use of public data sets. Gail's main message? Adopt a broad, exploratory approach to data to unlock its full potential.
About the Guest
Gail Buffington is the Head of Data Science and Analytics for Millipore Sigma, a global life sciences company. Previously, she worked in retail as vice president of marketing and analytics for a women's apparel company. She has over 15 years of experience across a wide breadth of data careers. Outside of her current role, she also serves as a training officer with the United States Army and is a Girl Scout troop leader.
Connect with Gail Buffington
Key Takeaways
- An ability to sell or promote is not limited to products; it can be applied to skills, teams, and contributions.
- Analytics teams should focus on quantifying their contributions to showcase their impact on the company's success.
- Not all anomalies in data are harmful; some can offer positive insights and opportunities.
- Relying solely on internal data may limit the understanding of more significant trends and influencing factors. External economic data can provide context and predictive insights.
- The value of forecasting lies not just in the data itself but in understanding the influences behind that data.
- Challenging preconceived notions and expanding data sources can lead to more accurate and insightful predictions.
- Solely focusing on primary metrics like revenue might limit the understanding of a situation.
- Approach public data broadly and avoid restricting yourself to apparent connections.
- Realise that correlations may only sometimes be apparent, requiring more profound analysis and consideration.
- Utilise the extensive directories and resources available on government websites to access many data sets.
- Embrace an exploratory attitude in analytics, allowing for brainstorming and discovery.
Quote
“Being able to see that full picture allows us to get to a spot where we can utilise data that otherwise is very interesting, but doesn't give us the tools we need to unlock any insights with it.” – Gail Buffington
Recommended Resource
Connect with Gail Buffington | Follow us on LinkedIn | Website