Data Science in Marketing Analytics

Christopher Berry (Syncapse)
Business & Industry, Mission City B4

This is the story about how a developer and two marketing scientists used design thinking, LEAN methods, and marketing science to generate a meaningful data driven experience for marketers.

Obstacles include unstable data sources, changing requirements, fluid markets, the Gartner Hype Cycle, changing definitions, changing terminologies, seemingly constant feature creep, and dissent.

Solutions include continuous feedback, iterating violently, rapid design labs, aggressive inquiry, design thinking, seemingly constant feature combat and beer.

Attendees can expect to learn how not to replicate the mistakes we made, and to make up their own minds if the solution space we discovered is suitable to them.

Photo of Christopher Berry

Christopher Berry


Christopher Berry is Vice President, Research at Syncapse, a leading social media technology company. In this role, Chris develops physical and social technologies that help marketers demonstrate the ROI of social media marketing, insight generation, and optimization. His team’s most recent contributions include research papers on the Value of a Facebook Fan and Advanced Sentiment Analysis. Previously, Chris held management positions at Critical Mass, and a variety of research positions at not-for-profit and academic institutions.

He’s an organizer of the Toronto Data Science Group, Web Analytics Wednesday Toronto, and an active bridge builder to INFORMS and the Toronto Data Mining Forum. He is co-chair Web Analytics Associations Research Committee and leads the Peer Review Journals Project.


  • EMC
  • Microsoft
  • HPCC Systems™ from LexisNexis® Risk Solutions
  • MarkLogic
  • Shared Learning Collaborative
  • Cloudera
  • Digital Reasoning Systems
  • Pentaho
  • Rackspace Hosting
  • Teradata Aster
  • VMware
  • IBM
  • NetApp
  • Oracle
  • 1010data
  • 10gen
  • Acxiom
  • Amazon Web Services
  • Calpont
  • Cisco
  • Couchbase
  • Cray
  • Datameer
  • DataSift
  • DataStax
  • Esri
  • Facebook
  • Feedzai
  • Hadapt
  • Hortonworks
  • Impetus
  • Jaspersoft
  • Karmasphere
  • Lucid Imagination
  • MapR Technologies
  • Pervasive
  • Platform Computing
  • Revolution Analytics
  • Scaleout Software
  • Skytree, Inc.
  • Splunk
  • Tableau Software
  • Talend

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