How Tidy Data Helps Marketers Prepare for Machine Learning Strategies

When you do your laundry, you fold the clean clothes and put them into a specific drawer—folded socks should be placed to the left, folded T-shirts to the right. When it comes to data, however, marketers have gotten the hang of“folding”, but struggle with organizing the data “in the drawer.” The laundry challenge marketers face is parsing and cleaning marketing data, which is often messy in format. The data comes from various sources, usually unstructured—and there’s often missing data difficult to see at first glance. As customer interactions with brands generate more diversified data, marketers feel pinched to establish data structure that can reveal contextual insights and accurately defined customer segments. Enter a data technique called “tidy data.” Tidy data (a term coined by Hadley Wickham) involves mapping a dataset’s…


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