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Companies may be achieving only a third of the value they could be gettingfrom data science in industry applications. In this paper, we propose amethodology for categorizing and answering 'The Big Three' questions (what isgoing on, what is causing it, and what actions can I take that will optimizewhat I care about) using data science. The applications of data science seem tobe nearly endless in today's modern landscape, with each company jockeying forposition in the new data and insights economy. Yet, data scientists seem to besolely focused on using classification, regression, and clustering methods toanswer the question 'what is going on'. Answering questions about why thingsare happening or how to take optimal actions to improve metrics are relegatedto niche fields of research and generally neglected in industry data scienceanalysis. We survey technical methods to answer these other importantquestions, describe areas in which some of these methods are being applied, andprovide a practical example of how to apply our methodology and selectedmethods to a real business use case.

The Big Three: A Methodology to Increase Data Science ROI by Answering the Questions Companies Care About