There is no doubt that if done right, Predictive Analytics can improve ROI. However, there are marketing executives who feel sometimes the pendulum swings too far, note from Arliss Coates' article in Econsultancy;

Some executives interviewed for this report warned that an over-reliance on data to substantiate decision-making was hampering innovation. The Hard Rock Cafe's Claudia Infante complains that "the ideas that get shelved are the victims of a hybrid data-driven culture that we're creating around ourselves." "We're no longer as nimble and willing to go looking for the new shiny thing because we have to look at the data. There is no data to back those ideas up and you can't get data unless you activate the idea."

What is your view on this topic? agree, disagree, in between.