Awsome Strategic Intelligence - If they only knew?

The Chinese were able to get all the classified inhformation about the F-35 from Lockheed and they didn't even know it.  Lockheed has extensive security, but they didn't even know that the Chinese were able to get into their IT infra-structure.  I could discuss how the security of most almost any company can be breached, but instead, I want to discuss how data science can be applied to marketing to increase revenue.  This is obviously something wanted by all companies.it

I remember discussing eadverting expenditure with a client a longtime ago.  The Package Goods client remarked that he believed that at least half of its advertising expenditures were wasted.  It was probably more than 80% of its advertising expenditures were wasted.  Of course, I did not want to tell this to the clien that most of its advertising expenditures were wasted.  Even though the client base was broken into broad market segments, such as age, income and household size, this market segmentation was completely inadequate.  A much more refined method was needed.  Forty to fifty years ago there was no other way.  Now there is a way to determine market segment based on consumption, rather than general segment categories.  Broad general categories are still used for mass media, such as TV and radio.  However, the opportunity is available to determine the highest consuming customers and their life time consumption profiles.  These are the customers that any company would want to have.  Individual consumption patterns should be discovered and target part of the marketing budget at the high consuming segment.  Much of this data is available or can be obtained.  This is a big data application where a data scientist applies predictive analytics to determine the most valuable customers.  It is not hard to do, if you have the appropriate tools and data scientist.  Why don't all large and medium sized enterprises do this?  The most likely answer is they just do not know about how they can use data science to find their most profitable customers and substantially increase their revenue.