“[…] Priority 6: Big Data. The explosive growth in the sources and quantity of data available to firms is leading them to employ new methods of analysis and reporting, such as machine learning and data visualization. Unless the skill sets of professional marketers evolve, it is likely that some of the activities historically associated with marketing and customer service will migrate to other functional areas of the organization, such as information technology or engineering. Academic work, too, in its assumptions, approaches, theories, models, and methodologies, will increasingly be found inadequate to deal with this change..” […] (extract and image from: Marketing Science, Vol. 31, No. 6, November–December 2012, pp. 873–877)
(selection from Figure 1 A Mapping of Priority Topics Over the Past Quarter Century); image from: Marketing Science, Vol. 31, No. 6, November–December 2012, pp. 873–877)
http://mktsci.journal.informs.org/content/31/6/873.full.pdf+html
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