This document discusses quality and effectiveness in big data and AI marketing. It outlines several areas of marketing that are impacted by big data and AI, including customer research, targeting, branding, and customer service. The document emphasizes that quality of data, analytics, decisions, and transformation are key to ensuring efficiency and value. It proposes different approaches such as deductive, abductive, and inductive reasoning with big and small data. The document also addresses issues around the "black box" of algorithmic decisions and the importance of integrating humans and machines. It provides solutions for improving quality across data, analytics, decisions, and transformation.