Cut the marketing nonsense: Will the real data scientist please stand up?

Some people from marketing call themselves data scientists. Other people actually do proper machine learning and work with data programming. They also call themselves data scientists. But if you compare the two groups, it's like two different worlds,"
"Marketing people use it because they look at customer insight data. It's business insights that they're doing, pure analysis. It's nothing to do with data science. They don't use statistical methods to reason or to quantify their results."
According to Schaack, data scientists should be a fusion of software engineer, data analyst and statistician.
http://www.zdnet.com/article/cut-the-marketing-nonsense-will-the-real-data-scientist-please-stand-up/