Power Tools for Better Marketing Decisions Put 'marketing engineering' on your desktop. Management trends favor marketing engineering. Highpowered personal computers connected to networks are becoming ubiquitous. The volume of marketing data is exploding. Firms are reengineering marketing for the information age.
Humans are imperfect information processors.
But, computer models plus manager judgment lead to better decisions. A model is a stylized representation of reality that is easier to manipulate and explore for a specific purpose than reality itself. Good models do not necessarily require data. Simply formalizing judgment and intuition through computer models improves marketing decisions. Despite skepticism that no mechanical representation can capture the nuance and complex patterns of human decisions, the fact is that studies in diverse fields find that even simple models outperform expert judgment.