One of the key features in the fast moving, post-recession market place is that it places marketing decision makers in uncharted territory. Conditions unimagined before the fragmentation of media, the socially networked consumer, and a world in financial crisis have become difficult to forecast. As marketing professionals struggle to navigate this perilous environment, they must execute decisions that will either make or break their companies and, more importantly, their careers. Those with access to big data are finding post-recession data isn’t as predictive as it once was. Those with little access to data worry that the collective experience of the company may not be precise enough to identify the optimal path to take. Everyone’s struggling for ways to make smarter decisions with some range of predictability.
The Martin Agency uses a proprietary consultative and modeling approach that provides marketers with decision support that effectively integrates human expertise with hard data for highly predictive outcomes. Recent mathematical and statistical advances make choosing Big Data over Human Experience, and vice versa, a false choice and illustrate how robust analytics can be married with collective wisdom for a more robust, more predictive means of making better choices that fuel smarter decisions.