ABSTRACT
Data science is the activity of creating value from data. While the mechanics of developing data products by writing code is an essential skill, data science as an activity needs to be strategic to deliver business value. This chapter develops a framework for a strategic approach to data science by creating useful, sound and aesthetic data products. Usefulness relates to a data product's ability to achieve business outcomes. A sound data product is developed using valid and reliable models, is reproducible, and, when using data about people, is ethical. Lastly, data products need to be aesthetic, not to beautify but to ensure that the outcomes of analyses are easily understood so that benefits can be realised.
