"A few years ago data was finally front and centre. Now developers are the group everyone wants. But we need both, working together, to develop better products."

Lindsay Pellow on why data vs. tech competition misses the point.

The problem she saw: Tech team building a platform that could count "how many customers did thing X" but not identify WHICH customers. Result? Can't understand how high-value customers use the product. Flying blind on whether tech drives value.

The solution she implemented: Data team working alongside tech team from day one. Data professionals involved in choosing solutions, measuring impact, planning future value. Both teams learning from each other.

Result: Smoother implementation. Better product.

Lindsay's witnessed 25 years of evolution: from physical catalogues and call centres to the UK's biggest online retailer. Customer experience is now driven by technology - but only businesses using data to inform and understand that technology are truly succeeding.

The trend: First data science was hot. Now developers are. The mistake: thinking it's either/or. The reality: we need both.

From Beyond Resume with Kausik Kumar.