I had a conversation recently with Brian Lent, Founder, Chairman, and CTO of Medio. If you don’t know Brian, he has worked with companies such as Google and Amazon to build and hone their algorithms and is currently taking predictive analytics to mobile engagement. The perspective he brings as a data scientist not only has ramifications for big data analytics, but drastically shifts the paradigm for how we architect our master data and assure quality.

We discussed big data analytics in the context of behavior and engagement. Think shopping carts and search. At the core, analytics is about the “closed loop”. It is, as Brian says, a rinse and repeat cycle.  You gain insight for relevant engagement with a customer, you engage, then you take the results of that engagement and put them back into the analysis.  

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