Marketing and Data Science: Together the Future is Ours

Pradeep Chintagunta, Hanssens Dominique M. () and Hauser John R. ()
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Hanssens Dominique M.: Distinguished Research Professor of Marketing, UCLA Anderson School of Management, University of California Los Angeles, United States of America
Hauser John R.: Kirin Professor of Marketing, MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, MA, United States of America

NIM Marketing Intelligence Review, 2016, vol. 8, issue 2, 18-23

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.

Keywords: Data Science; Marketing Science; Computer Science; Big Data; Quantitative Analysis; Modeling; Machine Learning (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:8:y:2016:i:2:p:18-23:n:2

DOI: 10.1515/gfkmir-2016-0011

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