Data science, a nascent skill for most organizations, has so much to offer. But for a marketing person, the big excitement is what it can do for lead generation. And, oh, BTW, customer experience. Because a better customer experience can really boost your lead gen results…
Interviews with two dozen people, mostly marketing managers and executives, on the subject of data-driven decision making, reveal unwavering enthusiasm for applying every tool in the bag to the one thing virtually all marketing departments have in common: the lead gen goal.
That’s fine, but when you’ve achieved competence in applying data science to lead gen, don’t lean back. Sprinkle a little of that science pixie dust on your brand messaging, competitive analysis, and operational optimization.
On Target 
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