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CMOs definitely need to understand how to interpret data, because “data science is all about predicting the future,” as Computerworld Executive Editor Julia King says. The responsibility of choosing and driving strategy based on where the market is headed lies with the CMO, but,if the CMO arms herself and her team with the right tools, she doesn’t need to be a data scientist—and she might not necessarily need one on her team, either.

FirstRain CEO Penny Herscher gives her take on the relationship between marketing and big data on The Economist’s Lean Back blog.

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