From descriptive to prescriptive
The marketing profession has long relied on data. But as the terabytes grow, progressive marketers are turning to science. They’re using systematic observation, testing and measurement to study broad behavioral patterns, drill down from the aggregate to the individual and produce new insights that improve business outcomes. Doing this effectively means mastering three capabilities – architecting data, applying science and influencing action.
Big data is marketing’s biggest challenge
What our research shows