Will Math Take Over Marketing?

I just read a startling article in Business Week which suggests a growing trend of mathematics driving business decisions. As a mathaphobic this scares me because it may mean that we will have to use mathematical models to decide what was traditionally decided through intuition and experience like “which worker is best equipped for a certain job”. Lucky for us marketers, even the best models can not come up with innovative ideas, an integral part of creating consumer value.

Math Will Rock Your World (Business Week)