Data science is a long way from science, so don’t take it at face value

Josie Tutty

Melbourne Business School’s Ujwal Kayande gives a frank assessment of the realities of data science and reveals the limits of applying machine learning and AI to marketing.

Melbourne Business School’s Ujwal Kayande believes the industry is neglecting to think about cause and effect – otherwise known as science – and it’s hindering efforts to create lasting, effective marketing strategies.

Speaking at Mumbrella’s MSIX conference, the professor of Marketing and director of The Centre for Business Analytics made his assessment of data science clear: “It’s a long way from science.” To prove his point, Kayande presented the audience with several examples of when commonly used data science methods drew incredibly inaccurate results.

First, data science – and basic economics – will tell you that prices drive demand. “If...

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