The Dog Ate My Analysis: The Hitchhiker’s Guide to Marketing Analytics
Pat LaPointe
MarketingNPV
The growth of analytics in the past few years has been nothing short of phenomenal. Sparked by the birth of digital commercial platforms and fueled by the emergence of “big-data” streams and cloud computing, analytics has penetrated nearly all aspects of decision making in most Global 1000 companies. As is true in any “bubble,” however, people—in this case, managers—fall prey to “irrational exuberance” and have a tendency to under-, over-, or mis-apply the tools to often ridiculous extremes.
The problem is particularly acute in the...