BEGIN:VCALENDAR PRODID:-//hacksw/handcal//NONSGML v1.0//EN METHOD:PUBLISH BEGIN:VEVENT DESCRIPTION:Click for Latest Location Information: http://edv2016.dataversity.net/sessionPop.cfm?confid=102&proposalid=9167\nThe goal of virtually all investment in data has been to generate ROI somehow. The mission is to have data show us where our customers, marketing, brand, benefits have the most impact. Where are we winning and where are we losing? What should we expand and where should we cut back? And as data professionals, our value is tied to our ability to illustrate how data connects with that ROI. In spite of the importance of illustrating this connection, few data scientists seem to understand the fundamental importance of contextual comparison. \nIn this session we will cover:\n