Interview with Wes Nichols
summary
Describes a concrete analytics product: MarketShare Decision Cloud that predicts ROI and recommends reallocation across brand, TV, digital, promotions, trade and product lines, linking predictive models to a test-and-learn loop so models are validated in-market. Claims marketers can course correct in three clicks rather than months of meetings, stresses long‑term brand equity must be modeled, notes data scale (jet engines generating 5000 data points a second, a terabyte per flight) and argues for privacy‑aware “headless” analytics for CMOs.
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chapters (6)
- 0:00Intro
- 1:41What is the recipe for marketing
- 4:05Why is it important to embrace predictive analytics
- 5:52The decision economy
- 7:17Airline analogy
- 9:26Conclusion
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