In the current marketing environment, data science involves a series of steps to ensure you’re getting the most from your data. In most cases, the process will look something like this:- Identify the data problems you’re facing and the greatest opportunities for improvement.- Determine the correct datasets and variables.- Identify the sources to collect this data from.- Collect the data from each source.- Clean and validate your data to ensure it’s accurate, complete and uniform.- Create data models and algorithms to organise your data.- Analyse your data to identify patterns.- Test, optimise and debug your data processes.One of the biggest problems facing modern businesses is that they’re overwhelmed by data – most of which they don’t even need. The first crucial step is to identify the data that holds value to your targets and then it’s all about putting the right processes in place to collect and handle that data (with a good bit of help from algorithms and automation). This is the same kind of data science that builds Google's deep-learning algorithms, driverless cars and other AI tech innovations.