Modeled to bits: Decision models for the digital, networked economy

Leeflang and Wittink [Internat. J. Res. Marketing 17 (2000) 105] sketch a future for marketing modeling that differs primarily in scale and scope from today's environment. We have a different vision: the digital networked economy will induce significant structural changes in (a) how models are developed and deployed, (b) who uses marketing models, and (c) what types of models are developed. To be successful, marketing modelers must adapt by gaining a better understanding of the role of marketing modeling in the new environment and by learning how to use emerging information technologies (IT) for developing, deploying, and validating marketing models.