Want to Really Understand Your Customer Data? Try Hiring a Scientist

Anyone who follows the NBA knows what shoes their favorite athletes are wearing, whether it's Lebron James (Nike), James Harden (Adidas) or Steph Curry (Under Armour). Now add Peter Fader to that list. Fader isn't a world-class baller. He's a marketing professor at the University of Pennsylvania's Wharton School of Business who invented a way...