New Study – Marketing Science: From Descriptive to Prescriptive

The marketing profession has long relied on data to make decisions. But as the terabytes grow, leading marketers are turning to science to radically improve their results.

IBM has seen marketing research move from a largely descriptive practice (here is what happened) to more predictive approaches (here is what will happen). The next phase of development will take more scientific approaches to create marketing scientists who can also prescribe best actions (here is what you should do).

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Marketing Science: From descriptive to prescriptive

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The IBM Center for Applied Insights (CAI) has found that those at the forefront are architecting data for easier and broader analysis, using scientific approaches to testing ideas and tactics. Maybe most importantly, they are influencing the business to make research-based decisions. A new study from the IBM Center for Applied Insights explores how marketers are using systematic observation, testing and measurement to dissect broad behavioral patterns, drill down from the aggregate to the individual and produce new insights.

Download the report (529 KB)

More:

Learn more about marketing analytics

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Transforming the role of CMO

IBM Center for Applied Insights

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Greater IBM, what do you think of what this study reveals? What’s your reaction? Let us know in the Leave a Reply box!

- Posted by Regan Kelly

Podcast: What Is IBM Doing To Fight The Growing Skills Gap

In response to the growing technical skills gap revealed by IBM’s 2012 Tech Trends study, and to help professionals and students learn more about cyber security best practices, IBM rolled out the largest expansion of its Academic Initiative to date earlier this month. For the first time, IBM will offer access to pre-packaged curriculum and training resources on IT security, helping students understand enterprise challenges, do in-depth analysis of trends uncovered in the IBM X-Force report, and gain market-ready cyber security skills.

Check out this podcast to hear Dan Hauenstein, a global lead on IBM’s skills programs, discuss how these new initiatives in cyber security and other advanced technologies will help to solve the global skills epidemic. http://bit.ly/XK6uiF

Are You on the Fast Track? New Tech Trends Study Out Now

The latest Tech Trends study is here! Check out the report, interactive infographic and videos involved with this year’s study.

For 2012, IBM delved deeper into four technologies that dominated last year’s results: mobile, analytics, cloud, and social business. To fuel the research, IBM developerWorks collaborated with the IBM Center for Applied Insights (CAI) to analyze survey responses from more than 1,200 professionals who make technology decisions for their organizations – IT managers, business professionals and IT practitioners from 16 different industries and 13 countries.

To read about adoption rates, investment levels and how elite organizations are outpacing their competitors, download the study report: Fast track to the future (.PDF, 2KB).

You can also:

• Watch this featured video: who’s winning the tech race?

• Explore the interactive infographic  to learn what’s happening both globally and in your part of the world.
• Download the survey source data to discover your own insights (SPSS SAV, 123KB).