INTRODUCTION

Decisions That Data and Analytics Can Inform

Gut decisions, which were once seen as inspired (if they succeeded), are now viewed as rash. To command authority, you need the numbers to back you up.

—ANINDYA GHOSE, 2013

I know that I ought to be looking at big data, but I am not quite sure why, how, and what decisions I would be making differently as a result.

—ANONYMOUS DESPERATE MANAGER, 2013

 

MARKETING IS AT A CROSSROADS. Managers are frustrated by the gap between the promise and the practice of effect measurement, between big data and online/offline integration. Caught between financial accountability and creative flexibility, most chief marketing officers don't last long in their companies. Their bosses have woken up to the ...

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