Hilary Mason is the chief scientist at Bitly, the URL redirection service with real-time tracking. This means she gets to learn a lot about user habits and how people share and consume links online.

While speaking at The Next Web conference in Amsterdam, Mason described the power of data that is collected by companies and helped to demystify some of the mathematical processes that are involved when working with that data.

The art of data science may seem like maths magic to most of us, but there’s a lot that can be done very simply to change or improve an app or business, just by looking at the numbers.

Check out the video in which Mason  describes how she became an expert in the field.

Catch up on all of the videos, reports and speakers at The Next Web conference.