How Algorithms Have Added a Scientific Twist to Marketing

Focusing on the right data will offer a new level of customer insight

Pablo Picasso, when discussing calculating machines said, “But they are useless. They can only give you answers.” He was not wrong. Without humans asking the questions, algorithms would stand idly by. The advertising industry has no shortage of algorithms—they’re running constantly—but without the input of marketers who know the kinds of data they need to drive growth for their businesses, in many cases the algorithms might as well be idle.