Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World

Foreword

“We have two ears and one mouth so that we can listen twice as much as we speak.”

—Epictetus

“Data! data! data!” he cried impatiently. “I cannot make bricks without clay.”

—Sir Arthur Conan Doyle

“The geeks shall inherit the earth.”

—Scott Monty

When I decided to become a classics major in my undergraduate university, I didn’t really have an expectation as to how the lessons in ancient history, drama, architecture, politics, and culture would remain with me in throughout my professional career. At the time, my sole desire was to expand my academic horizons beyond the heavy science commitment that a pre-med/biology concentration would otherwise allow. While I posited that the use of Greek and Latin roots in medical terminology would be ...