{ "media_type": "text", "post_content": "Has data analytics made psychology and neuroscience completely obsolete or do marketers still rely on human psychology ?", "post_id": "5bebae45f2279b001251d56b", "reply_count": 3, "vote_count": 0, "bowl_id": "58f82520c1ca28001625db4a", "bowl_name": "Data and Analytics in Advertising & Marketing", "feed_type": "bowl" }

Has data analytics made psychology and neuroscience completely obsolete or do marketers still rely on human psychology ?

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No, psychology and neuroscience are not obsolete. They can play complimentary roles to data analytics. Psychology is an awesome path to gaining strategic insight, understand what your data mean, discovery of bias, and generate insights that are softer than many of our datasets can provide through mining and reporting — remember that the noise governing most marketing datasets often requires larger samples than we have to prove out a pattern as robust, and even if we see it we may not understand why that pattern in order to exploit it. Analytics also works backwards only (rear view mirror vision). As the Chance Discovery movement in Japan discovered in the 1990s, future trends really cannot be determined purely by analyzing past performance data. It is easy to be lulled into a false sense of security by the presence of “hard“ numbers, but they will not solve all problems on their own. Analytics by themselves are a recipe for trouble in my experience.


Why exactly would it make those things obsolete?


Psychology is not obsolete. If anything I think it complements the industry. I think being a psychology major alone may not be enough but if you pair that with statistics, you can probably be part of the research, analytics team. Or pair it with marketing and be a planner

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