PII: Innocean’s Shamsa Jafri Talks Data Quality And Quality Data Scientists

This is the fifth installment in “PII,” a series featuring the talent that makes the wheels turn in our data-driven advertising world. Read previous interviews with Nazanin Jazayeri, Andrew Klein, Ella Chinitz and Freddie Liversidge.Before Shamsa Jafri joined Los Angeles-based agency Innocean in February, its data and analytics practice was lacking, restricted to activities like report polling and data collection. Over the last nine months, Jafri helped build Innocean’s analytics practice into a team of seven engineers, strategists and predictive analysts that inform media, creative and strategy across the agency. “We use data to look for nuggets of information – areas our competitors aren’t thinking about –and underutilized opportunities,” she said. “We’re breaking down the walls from a data perspective, connecting the dots and are able to tell not only what has happened but why…


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