If there is one key take-away for marketers from this year’s big Election Day Surprise, it’s this:
It’s about the data, stupid.
As Americans stood in line to cast their votes on Tuesday, pollsters, data scientists, and journalists around the country were betting on a Hillary Clinton win – because state and national polls indicated she was outrunning Donald Trump. But the prognosticators turned out to be wrong, as they famously were in 1948 when....