<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.

</p>
</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.

Marketing and Data Science: Together the Future is Ours

Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing, Booth School of Business, University of Chicago, Chicago,

Distinguished Research Professor of Marketing, UCLA Anderson School of Management, University of California Los Angeles,

Kirin Professor of Marketing, MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, MA,

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Marketing and Data Science: Together the Future is Ours"}

The synergistic use of computer science and marketing science techniques offers the best avenue for knowledge development and improved applications. A broad...

Marketing and Data Science: Together the Future is Ours

Published Online: Oct 28, 2016

Page range: 18 - 23

DOI: https://doi.org/10.1515/gfkmir-2016-0011

Keywords
Data Science, Marketing Science, Computer Science, Big Data, Quantitative Analysis, Modeling, Machine Learning

© 2016

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Marketing and Data Science: Together the Future is Ours

Published Online: Oct 28, 2016

Page range: 18 - 23

DOI: https://doi.org/10.1515/gfkmir-2016-0011

KeywordsData Science, Marketing Science, Computer Science, Big Data, Quantitative Analysis, Modeling, Machine Learning

© 2016

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
Data Science, Marketing Science, Computer Science, Big Data, Quantitative Analysis, Modeling, Machine Learning