Having access to big data is only a business asset if someone on your team can break down all of the digits into actionable insights. Data scientists have already been called “The Sexiest Job of the 21st Century,” but until now, dedicated roles have largely been limited to deep-pocketed startups. However, with online data science courses more widely available, the candidate pool for these roles is growing rapidly; in 2016, data scientists will become more commonplace in small- to mid-sized companies. This investment will pay dividends as companies look to optimize marketing efficiency and run profitable campaigns despite the growing issue of click fraud in the industry.
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