ALDI – A New Paradigm for Integrating Marketing Analytics with Data Science

Owing to the data deluge and the Cambrian explosion of machine learning techniques over the past decade, one might have expected the transformation of marketing strategy into a predominantly quantitative discipline by now. The fact that it hasn't happened yet, and the observation that marketing is still influenced by a lot of qualitative inputs can be ascribed to two reasons, in my opinion. The first and principal reason continues to be institutional inertia. Second, there is a significant communication and knowledge gap between data scientists and marketers, owing to their relative lack of familiarity with the other side's perspectives and paradigms. The successful marketer of the next decade is someone who is conversant with management theories of Kotler[1] as well as machine learning advances by Hinton[2]/LeCun[3]/ Ng[4].