While data analytics is often viewed as a highly technical field, one of its most challenging aspects lies in identifying the right questions to ask. Beyond the expected skills of summarizing data, building visualizations, and generating insights, analysts must also bridge the gap between complex data and non-technical stakeholders.

This presentation features a case study led by two women from the Research and Data Analytics team at the Minnesota Department of Labor and Industry. It illustrates the end-to-end process of transforming raw data to create a fully developed dashboard that delivers actionable insights for the department’s Apprenticeship unit.

We will share key challenges encountered along the way, from handling issues of data quality and accessibility to adapting the tool for the differing needs and expectations of new stakeholders. Attendees will leave with actionable strategies for transforming messy datasets into clear, impactful dashboards that drive smarter decision making.

As the Chief Analytics Officer for New York City, I witnessed firsthand how data science and AI can transform public service delivery while navigating the unique challenges of government implementation. This talk will share real-world examples of successful data science initiatives in the government context, from predictive analytics for fire department risk modeling to machine learning models that improve social service targeting.

However, government data science isn't just about technical skill—it's about accountability, equity, and transparency. I'll discuss critical pitfalls including algorithmic bias, privacy concerns, and the importance of explainable AI in public decision-making.

We'll explore how traditional data science skills must be adapted for the public sector context, where stakeholders include not just internal teams but taxpayers, elected officials, and community advocates.

Whether you're a data scientist considering public service or a government professional seeking to leverage analytics, this session will provide practical insights into building data capacity that serves the public interest while maintaining democratic values and citizen trust.

In a rapidly evolving advertising landscape where data, technology, and methodology converge, the pursuit of rigorous yet actionable marketing measurement is more critical—and complex—than ever. This talk will showcase how modern marketers and applied data scientists employ advanced measurement approaches—such as Marketing Mix Modeling (frequentist and Bayesian) and robust experimental designs, including randomized control trials and synthetic control-based counterfactuals—to drive causal inference in advertising effectiveness for meaningful business impact.

The talk will also address emergent aspects of applied marketing science- namely open-source methodologies, digital commerce platforms and artificial intelligence usage. Innovations from industry giants like Google and Meta, as well as open-source communities exemplified by PyMC-Marketing, have democratized access to advancement in methodologies. The emergence of digital commerce platforms such as Amazon and Walmart and the rich data they bring forward is transforming how customer journeys and campaign effectiveness are measured across channels. Artificial Intelligence is accelerating every facet of the data science workflow, streamlining processes like coding, modeling, and rapid prototyping (“vibe coding”) to enabling the integration of neural networks and deep learning techniques into traditional MMM toolkits. Collectively, these provide new and easy ways of quick experimentation and learning of complex nonlinear dynamics and hidden patterns in marketing data

Bringing these threads together, the talk will show how Ovative Group—a media and marketing technology firm—integrates domain expertise, open-source solutions, strategic partnerships, and AI automation into comprehensive measurement solutions. Attendees will gain practical insights on bridging academic rigor with business relevance, empowering careers in applied data science, and helping organizations turn marketing analytics into clear, actionable strategies.