A common barrier to completing an analytics project is the mindset that a particular set of data, which is not currently available, is required to complete the analysis. In some cases, the missing data may be necessary. However, in many cases the selection of a different technique or a re-framing of the problem can lead to a viable solution using just the data on hand. This talk will focus on the art of re-framing analytics projects and the selection of techniques that fit the available data. Practical examples from 20+ years of marketing analytics projects from retail and finance will be used throughout the talk to highlight the points being made.
