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Certifications are a well-known option for career advancement in IT, and data science is no different.

“The certified analytics professional [CAP] credential tells employers that an individual has independently verified knowledge and experience in analytics,” explains Polly Mitchell-Guthrie, senior manager at SAP and chair of the Analytics Certification Board at the Institute for Operations Research and the Management Sciences (INFORMS), the organization that runs the CAP program. Since the program launched in 2013, 300 professionals have earned the CAP certification.

A recent university study on the effect of hyper-contextual targeting and physical space found that passengers on crowded subway cars shop and buy more in response to mobile ads than those in less crowded cars.  

A key takeaway is that riders in crowded subway trains are good targets for mobile advertising...

The study is published in the INFORMS journal Marketing Science.

What do irritable, squished riders on a crowded train do? According to a forthcoming study in the INFORMS journal Marketing Science, they often immerse themselves in their mobile phones to escape the crowd. And they shop and buy more in response to mobile ads in the crowded train.

Analytics ManagerJob Openings982Median Base Salary$105,000Career Opportunity3.7Job Score4.5Data ScientistJob Openings1,736Median Base Salary$116,840Career Opportunity4.1Job Score4.7

Data scientist, named the best job in America for 2016 by job site Glassdoor, is the sexy mashup of traditional careers from data analysis, economics, statistics, computer science and others.

But it goes beyond collecting and analyzing data. It's a job for the curious, for the intuitive and for those who like to not just solve problems but figure out the problem. It's part science, part art.

The rise of data science is due to the explosive growth of data collection — or big data — and the need for companies to make sense of the mishmash of new types of data from smartphones, images, human behavior and even handwriting.