Olivier Maugain
Apr 18, 2017

Poor political predictions deliver analytics lessons for marketers

Failure to predict Trump and Brexit doesn't mean that 'data died'. But there are steps marketers can take to avoid similar black-swan events.

The 9th of November, 2016, is likely to remain etched in the memory of anyone involved in research and analytics. Not only did Donald Trump, contrary to all predictions, win the US presidential election. To make things worse from an analyst’s perspective, the situation constituted déjà-vu over the failure of surveys to predict the Brexit vote a few months earlier.

Both of these apparent failures of data carry messages of value for data-led marketing...

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