Most data is ‘crap’ so don’t bother with data scientists, says former US intelligence officer

Marketers should not waste their time or money hiring data scientists as the information businesses are collating is often not good enough to justify their high salaries, a former US intelligence officer and data analyst has said. Drew Perez: “This is not Terminator Judgement Day” Drew Perez, founder of tech firm Adatos and a 26-year veteran of the US Department of Defense, also warned marketers not to view machines, and more specifically artificial intelligence, with trepidation and stressed machines are no substitute for humans when it comes to creativity. “This is not Teriminator Judgement Day,” he told delegates at the Mumbrella Finance Marketing Summit. “It’s up to us humans what we let machines do.” Perez, in an address titled Rise of the Machines, said too many businesses have “dirty” data,…


Link to Full Article: Most data is ‘crap’ so don’t bother with data scientists, says former US intelligence officer