[MUSIC] Hi, my name is Florian Zettelmeyer. I'm a professor of marketing at the Kellogg School of Management at Northwestern University. I'm also the Director of the Program on Data Analytics at Kellogg. This makes me responsible for all we do around big data and analytics at our school. Greg Carpenter and Sanjay Khosla have already talked to you about the impact of the digital revolution on the role of marketing today. You have already learned about the impact of connected customers. You have learned about disruptive competition, and you have learned about the globalization of markets. What I'm going to do is to explore the impact of the data explosion in marketing. This data explosion has made an understanding of big data and analytics essential for leadership through marketing. Can you imagine a chief financial officer going to the CEO and saying I don't really know how to read a balance sheet, but I have someone on my team who's really good at it. You would laugh that person out of the room. And yet, I know a whole bunch of people in other disciplines, for example, marketing, who, without blinking an eye, would go to the CEO and say, this analytics stuff is complicated. I don't have a full grasp on it, but I have assembled a cracker jack analytics team that is going to push us to the next level. I think this is an answer that is no longer acceptable. This motivates what we're going to do in this and the next module in Leadership Through Marketing. I'm gonna start by convincing you that analytics is a leadership problem and therefore your problem. That it is not just the problem of another department or the problem of a few data scientists or even the problem of an analytics group and certainly not just the problem your CEO. Instead it's your personal problem. If analytics is your problem, this means you will need to be involved in driving analytics of every step of the way. But the question is, what makes you effective, when you're involved in driving analytics? We're going to end the first module with a conclusion that what you need is a working knowledge of data science. And in the second module, we're going to get started with this working knowledge of data science. Specifically, you will learn how to tell apart good from bad analytics. You see, this incredibly important if you're a consumer of the ever increasing amount of analytics that's coming your way inside your company. At the end, you will have a simple framework that will help you catch a large fraction of the bad analytics you encounter on a regular basis. With this, we'll get you started on the journey to embrace big data and analytics as a key leadership competence. [MUSIC]