Exploring the process of doing data science via an ethnographic study of a media advertising company

This paper presents the results of an ethnographic study focused on how data science projects were conducted within a global media advertising company. Observations, via embedding a researcher within the team, as well as more structured interviews and surveys, are documented. Recommendations to improve the current data science methodology within the company are also discussed. Overall, there had been little focus on the team´s process methodology and the suggested process improvements would result in the company´s data science projects having less risk and shorter timelines. Other big data teams might also benefit from reviewing and refining their work processes, but more work needs to be done to validate this assumption.