Learning to Read the River: Using Math Marketing to Increase Your Return on Investment

This paper argues that although mathematics is an under-employed resource in marketing departments, it is essential to extracting maximum value from the large amounts of customer data being generated by contemporary businesses.

Learning to Read the River: Using Math Marketing to Increase Your Return on Investment

Dimitri Maex

INTRODUCTION

Yesterday was just a normal day. When the alarm on my cell phone blasted me out of a dream at 6:15, I fumbled for the snooze button to get a few more precious minutes of sleep. A few winks later, I rolled out of bed and lurched from the shower to the closet and then headed to the kitchen for breakfast. Thus refreshed, I stepped out of my apartment, picked up the New York Times from my doorstep and took the subway to...

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