highlights that the insight we get should also be something that we have the capacity to use in some way. For example, imagine we are working for a cell phone company that is trying to solve a customer churn problem—that is, too many customers are switching to other companies. One way data science might be used to address this problem is to extract patterns from the data about previous customers that allow us to identify current customers who are churn risks and then contact these customers and try to persuade them to stay with us. A pattern that enables us to identify likely churn customers
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