©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Data-driven decision making in business has been drawing a lot of attention. McKinsey and IBM are both doing work in this area, and recent work at MIT has shown that productivity improvements on the order of 5 percent to 6 percent result from adoption of data-driven decision making.
Exploration of data-driven decision making in marketing, where there is more data than ever before, has been much more limited. While considerable work is being done in marketing measurement, the impact on business results of data use in marketing decisions has not been addressed. Read more