Artificial intelligence and machine learning are creating new cognitive tools that enhance our ability to think at scale and that capacity will produce rewards for every person on the planet.
Vint Cerf, Chief Internet Evangelist Google, one of the Fathers of the Internet
If you are a data scientist, there are three solid reasons to read this chapter.
First is to let me know if there is something else you would like marketing professionals to know. That will be very helpful in later editions and render me eternally grateful to you.
Next, you should read this chapter to understand just how much marketing people will know once they have read it so you don't have to plow through the basics again. If you come across a marketing person you haven't worked with before and it seems he or she really doesn't quite get it, share a copy of this book.
Third, you will understand just how much (or how little) a marketing person cares about the fine details of how the analytical sausage is made. You'll be able to have a meaningful conversation with marketing professionals, knowing the proper level of language to use around them without their eyes glazing over or their phone suddenly becoming the most important thing in the universe.
If you're in marketing, this chapter provides the glossary, the explanation, and the translation ...