Podcast: Gary Lilien on the Perils of Disregarding Analytics

A 2009 McKinsey report showed that only 10% of c-level executives surveyed by the consulting group use marketing analytics. And that's a shame, says Penn State Prof. Gary L. Lilien, a leading force in the INFORMS Society for Marketing Science and a former President of TIMS. A study of Fortune 1000 companies by Lilien, Arvind Rangaswamy, and Frank Germann that will be published next year shows as much as a 16% return on assets among companies that adopt marketing analytics. Hear Gary Lilien explain why executives shun marketing analytics at their own peril at www.scienceofbetter.org/podcast.