Most marketing analysts want to work on projects beyond reporting, but most of us don’t have data engineers or an advanced data model to work with. You can elevate your marketing analytics practice to marketing data science using open-source tools. Kate shares real-world examples using KNIME, a free open-source data science platform. She walks through two end-to-end instances (one using Google Analytics 4 and one using Salesforce) to build better automated reporting. Then, she shows how you can employ data science elements to do outlier detection, lead scoring, and ideal customer profile analysis.