A.J. Triano, SVP, Engagement Strategy, GSW, a Syneos Health company, believes that data science—the discipline and technologies available to query data—is a rapidly growing discipline among today’s marketers.

“While we have seen focused efforts on precision tactics in recent years, we are now experiencing the creative transformation of strategic design by integrating data science as 1) a core input to the strategy process; 2) as a validation of hypotheses through modeling; and 3) as a virtual war-gaming tool to ‘pre-optimize’ before ever spending a dollar in market,” Triano says.

This content was repurposed from PM360.