The marketing world has suffered a radical change during the past decade.

Some years ago, we began to stockpile as much data as we could in the hope that the more information we had, the greater our level of knowledge would be, without taking into account that information is only useful if it helps to make decisions. To do this, information needs to be appropriately connected (Descriptive Marketing).

Later on, we developed mathematical models with the aim of detecting data patternsfrom the past. But the current pace at which data is produced is dramatically increasing and makes this task extremely difficult (Predictive Marketing).

Prescriptive Marketing is the natural evolution of this long process and the situation that we are already in. It is no longer enough to know or to predict.

The leaders of the future will be those able to foresee success.