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Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python by Thomas W. Miller

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14. Redefining Marketing Research

“The whole purpose of places like Starbucks is for people with no decision-making ability whatsoever to make six decisions just to buy one cup of coffee. So people who don’t know what the hell they’re doing or who on earth they are can, for only $2.95, get not just a cup of coffee but an absolutely defining sense of self: Tall. Decaf. Cappuccino.”

—TOM HANKS AS JOE FOX IN You’ve Got Mail (1998)

Data science has emerged as a new discipline. A combination of business, information technology, and statistics, it speaks to the needs of organizations in a data-rich, data-intensive world. Analytics help us turn data into information and information into intelligence.

The world has been transformed by information technology ...

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