Still, think marketing research is more science than art?
Allow me to introduce exhibit one, the 2016 presidential election. Lamenting this epic fail in research in The Hollywood Reporter, Michael Wolff went so far to say it was the “day the data died.”
That’s not quite right. Big Data is here to stay and has obvious benefits.
In the last few months, I have had several people contact me about their enthusiasm for venturing into the world of data science and using Machine Learning (ML) techniques to probe statistical regularities and build impeccable data-driven products. However, I’ve observed that some actually lack the necessary mathematical intuition and framework to get useful results. This is the main reason I decided to write this blog post. Recently, there has been an upsurge in the availability of many easy-to-use
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