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The Undoing Project Shows How Bias Can Best Even Data-Driven Marketers

Michael Krauss

The author of Moneyball presents marketers with a challenge to check their bias in decision-making

What makes a great data-driven marketing leader?

Some say you need knowledge and expertise of cutting-edge computer hardware, state-of-the-art software and facility with the most advanced statistical techniques.

After reading Michael Lewis’ newest book, The Undoing Project, a Friendship That Changed Our Minds, I’m convinced the most important thing we marketers must understand is how the mental rules of thumb—or heuristics—we use when making decisions can bias our decision-making.


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Michael Krauss is president of Market Strategy Group based in Chicago.