Marketing and Data Science: Together the Future is Ours
Name
[18655866 - Marketing Intelligence Review] Marketing and Data Science_ Together the Future is Ours.pdf
Size
275.25 KB
Format
Adobe PDF
Checksum (MD5)
645dc07b651274b7245682e72eb78dc4
Author(s)
Chintagunta, Pradeep
Hanssens, Dominique M.
Hauser, John R
Date Issued
November 2016
Journal
GfK Marketing Intelligence Review
Publisher
Walter de Gruyter GmbH
Citation
Chintagunta, Pradeep et al. “Marketing and Data Science: Together the Future Is Ours.” GfK Marketing Intelligence Review 8, 2 (November 2016): 18–23.
Version
Final published version
Abstract
The synergistic use of computer science and marketing science techniques offers the best avenue for knowledge development and improved applications. A broad area of complementarity between the typical focus in statistics and computer science and that in marketing offers great potential. The former fields tend to focus on pattern recognition, control and prediction. Many marketing analyses embrace these directions, but also contribute by modeling structure and exploring causal relationships.
Marketing has successfully combined foci from management science with foci from psychology and economics. These fields complement each other because they enable a broad spectrum of scientific approaches. Combined, they provide both understanding and practical solutions to important and relevant managerial marketing problems, and marketing science is already very successful at obtaining unique insights from big data.
MIT Department
Sloan School of Management
Terms of Use
Creative Commons Attribution-NonCommercial-NoDerivs License
Persistent DSpace Link
DOI of Published Version
https://doi.org/10.1515/GFKMIR-2016-0011
