Want to Really Understand Your Customer Data? Try Hiring a Scientist

The next digital transformation battleground is the war for this talent

Top retailers and consumer brands will hire nearly 50 percent more data scientists over the next three years. Getty Images

Anyone who follows the NBA knows what shoes their favorite athletes are wearing, whether it’s Lebron James (Nike), James Harden (Adidas) or Steph Curry (Under Armour).

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This story first appeared in the May 14, 2018, issue of Adweek magazine. Click here to subscribe.