Marketers Find the Least-Wrong Answers Via Modeling

Why do marketers still build models when we have ample amounts of data everywhere? Because we will never have every piece of data about everything. We just don’t know what we don’t know.

Okay, then — we don’t get to know about everything, but what are the data that we possess telling us?

We build models to answer that question. Even scientists who wonder about the mysteries of the universe and multiverses use models for their research.

I have been emphasizing the importance of modeling in marketing through this column for a long time.

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