Glassdoor recently published their “Best Jobs in America” for 2019 and it was no surprise that data scientists topped the list for the fourth year in a row. Almost every industry utilizes data in some form to build a more efficient business model, and that trend does not seem to be slowing down.

How do you measure ROI? If I knew the answer I would be a billionaire. It’s a question that has haunted marketing departments for ages.  ROI, or return on investment is a way for companies to use data to track how profitable an activity or campaign is. One would assume it would be easy- divide the campaign spend with the amount of business the campaign generated. Problem solved. End of article. Unfortunately, that’s not necessarily the case.

With the rise of big data comes an increase of concern over data privacy. It’s no surprise that apps such as Facebook and Google, monitor your search histories and offer you advertisements based on content you’ve explored on the internet. While the companies who observe your search habits want you to think it’s just a coincidence, a majority of society has smartened up, taking matters into their own hands by limiting the amount of private data that a company can obtain.