You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Q&A: 360i's Kevin Geraghty on Facebook Search and a Lethal-Sounding Data Structure Data Science Is Not Voodoo, Says Agency's Top Data Analyst By Kate Kaye, Published on January 22, 2013 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.