"Predictions of socioeconomic variables are as dependable as the Horoscope so let’s not rely on them…Instead we will need systems that don’t fall apart when we make a mistake."
There has never been a better time in the history of the world to be a marketer. Yet there is a great crisis in marketing today. The crisis is quite different than what you are likely to read in the trades or encounter at conferences. From my perch, the calamity facing marketers is what they have come to believe is the great savior; predictive analytics [PA].