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)

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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

Can Paper Survive the Digital Age?

Money, laws, tickets, newspapers, not to mention its many uses in art … despite the digital revolution, our world is still largely built on paper. In this post in The Guardian, author Ian Sansom reflects on our enduring addiction to the stuff.

Sansom: “Civilisation is built on paper. Paper money has made our economies. Paper maps divided our land. Paper laws propped up our governments, and paper books helped shape our minds.

Despite the obvious encroachments of the digital, we all still use so much paper to note, to register, to measure, to account for, to classify, authorise, endorse and generally to tot up, gee up and make good our lives that it would be a Joycean undertaking to provide a full history of all the paper in just one life on one day, never mind in one city on one day, or in the life of one nation.”  Read the rest of his post here.

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Buy the book: Paper: An Elegy, by Ian Sansom