Robert Sawatzky
May 28, 2019

Predictive marketing: It’s no crystal ball

Yet even closer to the ‘Magic 8’ ball, it is nonetheless the future for brand marketers. And it’s full of numbers.

There’s a scene in the Netflix series Billions, where upstart hedge fund manager Taylor Mason stands alone in a dim empty low-ceilinged office lined with rows of empty desks with little but the signage of Mason's new budding quant’ fund firm illuminated in the background.

It captures the shift in power, where Mason's old bosses, the hedge fund managers, once financial disruptors theselves, are now being disrupted.  We know Mason’s new firm does...

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