John Chandler, Clinical Professor of Marketing at University of Montana and Andrew Van Benschoten talk the next generation of marketing measurement.

Riff 1 | What is Data Science? (3:20 - 7:40): "A data scientist is someone who knows more statistics than a computer programmer and more programming than a statistician."

Riff 2 | Signs of Pushback (7:40 - 15:54): John and Andrew speak to instances in which they have experienced signs of pushback or skepticism, and how they have dealt with those.

Riff 2 | Analytical Tool Kit (15:54 - 19:21): John and Andrew discuss the tools and techniques they leverage in the data science field and what tools will become more common as time goes on.

Riff 4 | Aspiring to EMR (19:21 - 25:10): The doctors provide guidance on the communication and mindset needed to reach Enterprise Marketing Return.