Peter Fader and Eric Bradlow are professors of marketing at the University of Pennsylvania’s Wharton School. They are also co-directors of the Wharton Customer Analytics Initiative, an academic research centre that focuses on the development and application of customer analytic methods and data-driven business decision-making. And they are both critical of the approach businesses are currently taking to big data. The Economist Intelligence Unit conducted a joint interview with these thought leaders on the meaning of big data, and what needs to change.
Q: Is big data a boon to business?