CEOs Need at Least a Working Knowledge of Data Science, Says AI Expert

If you pushed a shopping cart down a grocery aisle in the summer of 2013, you might’ve noticed a curious new snack: Watermelon Oreos. Perhaps you even reached for a package. The limited-release flavor, alas, was not long for this world. But the data that was collected on who did and didn’t purchase it has led to some lasting insights. Namely, a team of researchers led by Kellogg marketing professor Eric Anderson discovered a segment of customers with highly unusual—and highly unpopular—tastes. If these customers purchase your new product, the researchers found, it is likely to fail.