The power of data science in the business realm is tremendous, but the hype and complexity surrounding it can be overwhelming. The Active Industrial Learning column focuses on applications of data science to businesses, with an eye toward practical considerations that can make data science initiatives more likely to succeed. The aim is to translate business concerns into the language of data science, and vice versa, to empower data science leaders at companies of all sizes and data maturity levels.

84.51° is a retail data science, insights, and media company. It helps the Kroger Co., consumer packaged goods companies, agencies, publishers, and affiliates create more personalized and valuable experiences for shoppers across the path to purchase. 84.51° utilizes first-party retail data from 62 million U.S. households sourced through the Kroger Plus loyalty card program to fuel a more customer-centric journey using 84.51° Insights, 84.51° Loyalty Marketing, and retail media advertising solution Kroger Precision Marketing. The company’s name is based on the longitude of Cincinnati. It harkens to ‘longitudinal analysis’ and the home of both 84.51° and the parent company, the Kroger Co.

Over the past few decades, as data became more abundant, investments by organizations into data infrastructures and data science capabilities have increased significantly, and AI is now promising a wholesale augmentation of organizational decision-making. 84.51° is very much a product of this data-fueled era we are living in. Of course, business decisions are still made all the time without the aid of data. So where does the rubber meet the road?

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