![Intelligent Data-Driven Marketing: When Physicists Start Thinking about Marketing](/summary-img/45261-L2RQ3YE8.jpg?h=M&b=0)
Intelligent Data-Driven Marketing: When Physicists Start Thinking about Marketing
From Mad-Man to Math-Man Marketing
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During the 25 years physicist and marketing expert Mathias Elsässer spent consulting for CMOs, he observed a shift from a creativity- and intuition-fueled marketing process to one grounded more in analysis and mathematical principles. Elsässer makes the case that data analysis enables a new approach to marketing – he terms it “Math-Men” marketing in a play on the “Mad Men” moniker – whereby marketers track and nudge individual targets throughout their purchasing journeys by closing the data loop. Elsässer offers an interesting lens on marketing as he attempts to simplify its accelerating complexity by applying insights from the world of physics.
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About the Author
Mathias Elsässer is a partner in the CMO Advisory practice at PwC Germany and holds a degree in physics from Karlsruhe Institute of Technology.
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