If the “C-suite” executives don’t understand the basic of biology, the brain and behavior – covered ONLY in B3 – they will be flying blind and spinning their wheels.
from Article| McKinsey Quarterly
“The Dawn Of Marketing’s New Golden Age
…we are, in fact, on the cusp of a new golden age for marketing. At the core of the new era (is) science…Leading marketers are using research and analytics to shed light on who buys what, and why; who influences buyers; and when, in the consumer decision journey, marketing efforts are likely to yield the greatest return….Science
Advances in data, modeling, and automated analysis are creating ever more refined ways of targeting and measuring the returns on marketing investments, while generating powerful new clues about why consumers behave as they do….explaining what drives choice at each stage of the journey. These insights are now being used to change brand strategy, product-portfolio design, and marketing campaigns. The potential impact runs into billions of dollars in additional revenue.More scientific marketing means that CMOs and other senior leaders need enhanced analytical skills to exploit data possibilities more fully and stay ahead of the whirl of developments…”