Kellogg News

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Nancy L. Ertle Professor of Marketing Florian Zettelmeyer distilled six ways leaders can build organizational muscle through data analytics.

Professor Florian Zettelmeyer

Human analytics

Six ways leaders can build organizational muscle through data analytics


People think they know data.

The common conception that “big data” and analytics can be leveraged simply by hiring data scientists is wrong, says Nancy L. Ertle Professor of Marketing Florian Zettelmeyer. This view ignores the critical need for making analytics part of the repertoire for all leaders and managers.

In the article below, Zettelmeyer presents six guiding principles from senior leaders who have wrestled with big data and analytics challenges, and argues why everyone gets Moneyball wrong.


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More on big data from Florian Zettelmeyer: