Applying the Rules of Decision Science to Drive Next Generation Digital Marketing
Kevin Lindsay
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Big take away for me a simple one that gets missed. Decision Engineering can’t be left to the Engineering, Math and Computer Science folks to go on a big data witch hunt in the hope of finding something correlating with something that we can then backwards drive into an Insight. At the helm has to be an old fashioned Social Scientist armed with a solid understanding of human psychology and a testable set of (null) hypotheses to apply in new circumstances.

Great article. Thanks for sharing!