Making major marketing decisions
based on focus groups, psychological or anthropological research is the same as flipping a coin. K. Clancy & P. Krieg*
     
   

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John Alden, Managing Partner
john.alden@capabilitymeasurement.com

 

Capability Measurement, LLC
1019 Carrs Wharf Road, Suite 100
Edgewater, MD USA 21037-4509
410.456.8951

 

 

The frontier of decisions ... is always moving forward...Some executives still consider it feasible to make major decisions about mergers and acquisitions from their gut. However, the best firms are already using detailed analytics to explore such decisions. In a few years, firms that do not employ extensive analytics … will be considered irresponsible.

Competing on Analytics: The New Science of Winning, Thomas Davenport (Babson) and Jeanne Harris, Accenture.

*Kevin Clancy and Peter Krieg, Your Gut Is Still Not Smarter Than Your Head: How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth and Profits, P 42
   

410.456.8951