Introduction:

We are passionate about improving the quality of marketing and about arming marketers with the knowledge and tools they need to make marketing relevant again. We hope that the chapters that follow give marketers the vocabulary and the inspiration to start to understand and use big data and machine learning–powered marketing. We believe this will lead to a win-win for customers, businesses, and marketers. Customers will have more relevant and meaningful experiences, businesses will be able to build more profitable customer relationships, and marketers will gain visibility and respect within their organizations.