Marketers are constantly struggling to take the oceans of data at their disposal and figure out what to do with it. Adding to the challenge are data privacy laws like GDPR and CCPA, which threaten to turn brands’ first-party data from an asset to a liability. To provide our listeners with some clarity on the subject, we spoke with Affinity Answers, a marketing data science company that focuses on identifying and activating the right data for brands.

Sree, Josh, and Jack of Affinity Answers discussed the difference Deterministic vs. probabilistic, offered tips for working with data scientists, and stressed why marketers should pivot their data focus from “knowing” to “understanding.”