Why data science is failing marketers

Companies can now gather more information about their customers than ever before. But according to a new study data science is not benefiting marketers, with 84 percent of marketing executives saying their ability to predict customer behavior is guesswork. The report from predictive analytics company Pecan AI, based on surveys carried out by Wakefield Research, finds four out of five marketing execs report difficulty in making data-driven decisions despite all of the consumer data at their disposal. The study of 250 respondents finds 95 percent of companies now integrate AI-powered predictive analytics into their marketing strategy, including 44 percent who… [Continue Reading]