“The move from a deductive approach to an inductive approach runs parallel to the move from hunch-based management to evidence-based management. In the past, managers who came up with the best story and convinced people of their hypothesis, regardless of what the data said, created action in the organization. More and more, such a situation is being replaced by evidence-based management where decisions are driven by true market information and mere hunches lose their importance. Given this trend, the well positioned Market Insights function becomes the brain of the organization”.
Research Affiliate at MIT (Boston). Formerly, Partner and VP Innovation at OpenKnowledge http://www.open-knowledge.it/en/ | Books author and coauthor (recently published "Social Mobile Marketing", Egea 2014, 2e) | Digital theorist and international researcher | Analytics industry speaker | @cosimoaccoto | http://www.linkedin.com/in/cosimoaccoto | firstname.lastname@example.org | View all posts by Cosimo Accoto