Data science and ML In big companies are pulling resources away from the real value add activities like proper data integrity, blending sources, improving speed performance. Yes Business Intelligence is not cool anymore. Yes I also call my team “data analytics”. But let’s not forget the simple fact that “data driven” means we give people insights when and where they need them. Insights could be coming from an sql group by, ML, AI, watching the flying of birds, but they are still simply a data point for some human to make a decision. That means we need to produce the insight, being able to communicate it to people, have the the credibility for said people to actually listen to what we are saying. Focusing on how we put that data point together is irrelevant, focusing on hiring PHDs to do ML is most likely going to end in a failure because PHDs are not predictive of great analytical skills, experience and things like sql are much better predictors.