Edwina Dunn: Data science is not accounting, it’s an art form requiring empathy and creativity

In one corner stands art, in the other science. For too long, a perceived tension has been allowed to exist between these two disciplines, as if students, marketers and brand executives have to pick between the two. It’s an absolutely false dichotomy. In fact, some of the most inspiring art is grounded in science – take Leonardo da Vinci’s Vitruvian man for example – while science has always been influenced by the infinite possibilities inherent in artistic expression. Put simply, potentially brilliant partnerships exist between the two fields, and anyone interested in taking full advantage of the data at our fingertips must take note. Not long ago, big data was an amazing reservoir of untapped currency for companies. Now, however, many companies feel swamped by it. Awareness is outweighing capability,…


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