When a Simple Rule of Thumb Beats a Fancy Algorithm
Harvard Business Review
OCTOBER 2, 2014
So, a decade ago, marketing professor Florian von Wangenheim ( now at the ETH Zurich technical university in Switzerland) and his then-student Markus Wübben ( now an executive at a tech incubator in Berlin) set out, in Wangenheim’s words, to “convince companies to use these models.”. Ergo: heuristics win.
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