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1) Your First-Party Data: The primary and most valuable data set you can access, first-party data encompasses transactional and other customer-level profile information you have on your customers. It could also include your own off-line segmentation analysis that allows you to map a customer to a customer profile around which you build your marketing programs. This can also include your analytics or other on-site tracking data, which can deliver behavioral insight to your consumers. This data can be difficult to export from its current environment due to the ad hoc nature of the data, but, if possible, look at ways to make this information accessible to your digital sites. 2) Third-Party Data: A consumer's broader Web browsing and buying history can now be accessed in session to provide you with more context on their likes and habits. Data management platforms (DMPs) and other data aggregators are accelerating this offering and, just as importantly, the availability of this type of data. This is invaluable in the context of new visitors who you know nothing about historically. 3) Real-Time Behavior: Let's not forget what our customers are telling us with each click. We get enamored with our predictive modeling to the point that we do not see the tell-tale signs as they are happening. Take the time to stop, look, and react. Your analytic tools, personalization tools, and other software-as-a-service (SaaS) platforms can help you trigger alternate site experiences based on every click you see.

If you do not love data analytics, it will be hard to become an analytics rock star. No significant accomplishments are achieved without passion. For many people, passion does not come naturally; it must be developed. Cultivate passion by setting goals and achieving them. Realize that the best opportunity in your life is the one in front of you right now. Focus on it, grow it, and develop your passion for it! That excitement will become obvious to those around you.

Dig down deeper about the business details of your company. What, exactly, does your company do? What are some of its challenges and opportunities? How would the company benefit from valuable and transformative information you can deliver? Take the time necessary to learn the skills that are valuable for your business and your career. Keep up-to-date with the latest technologies and available analytics tools -- learn and understand their capabilities, functions, and differences.

Deepen your knowledge with the tools that you are currently working on by picking new techniques and methodologies that make you a better professional in the field.

Improve your presentation and speaking skills, even if it is on your own time. Excellent and no-cost presentation training resources are readily available on the internet (for example, at http://www.mindtools.com/page8.html. Practice writing and giving presentations to friends and colleagues that will give you honest feedback. Once you have practiced the basic skills, you need to enhance your skills by improving your

You must be able to explain, justify, and "sell" your ideas to colleagues as well as business management. Organizational change does not happen overnight or as a result of one presentation. You need to be persistent and skillful in taking your ideas all the way up the leadership chain.

Tough analytics problems typically don't have an obvious answer -- that's why they're tough! Take the initiative by digging deep into those problems without being asked. Throw out all the assumptions made so far and follow logical trial and error methodology. First, develop a thesis about possible contributors to the problem at hand. Second, run the analytics to prove the thesis. Learn from that outcome and start over, if needed, until a significant answer is found. You are now well on your way to rock star status.

Social channels are inherently built for sharing and engagement, making them the perfect place to cultivate valuable business relationships. Integrating social into every marketing campaign you run can move you from a company-to-buyer marketing model to a peer-to-peer influence model. This not only builds trust and brand loyalty, but also positively impacts ROI.

It can be tempting to jump right in to all the social media sites out there and start posting away. However, before you publish that first nugget of social marketing content, you need to develop your plan.

goals and metrics

Many marketers fall into the trap of thinking that social media campaigns can be dealt with on an ad hoc basis, but this couldn't be further from the truth. You don't want your company's online personality to come across as erratic or disjointed, so create a policy that guides those who are participating in the social marketing effort and be sure those guidelines are enforced.

Once everyone is on board, encourage them to create engaging content. A good starting place is to ask your team members to answer some of the most frequently asked questions they receive on the various social channels. If everyone is a content creator, you'll never be short of ideas.

Word-of-mouth is incredibly powerful and the "share" button on every social media channel allows you to tap into millions of different networks. One of the best ways to interact with your audience is by giving them content they genuinely want to share with their networks. Peer recommendation is extremely valuable because people believe their friends much more readily than a company or marketer.

A "Refer-a-Friend" campaign promotes a compelling offer via email marketing and social networks, then grants access to special offers for both the referrers and those referred. Using these campaigns will allow you to gather important metrics, like tracking who the biggest influencers are.

A "Social Sweepstakes" campaign allows your entrants to spread the word on your behalf. Through the sweepstakes entry, you gain important user data like who is sharing and where they are sharing most.

Finally, a "Flash Deal" campaign is similar to Groupon. Flash deals offer a limited amount of deals for a specific time period through your social platforms. If you use these campaigns, be sure to let participants track the deal's progress! These campaigns are fun and viral ways to spread brand awareness and boost new customer numbers with sharing.

make sure your shares are measurable. Monitoring social share numbers is not only an easy way to tell what's working and what's not, but also allows you to see your ROI by showing how far your social reach is in relation to how much time and resources you've put in.

Google Alerts and search functions, or enterprise level software like Viral Heat or Radian6.

Once you hear what people are saying, you can engage them with relevant responses.

Social has evolved into much more than just a channel or tactic and should be an ever-present strategy in all aspects of your marketing. Ultimately, if you come up with a plan, encourage creative content, incorporate social marketing into every stage of your funnel, and measure your results, you'll start to see your social efforts move the ROI needle in the right direction.

Data science is about finding insightful, meaningful relationships and correlations that can create a competitive advantage. 

Big data may sound like the new high-tech and flashy toy, but it’s not.  There isn’t an “on button”…it’s the data science professionals that make your data speak.