I like the image of the maths men v the mad men (see my earlier blog 'Cultural Karmageddon') and it seems that 2017 will be the year of Data in every field. Although WPP has been trying to measure ROI on advertising and marketing campaigns for a long time, it is only really the advent of digital marketing that allows these agencies to get scientific about it. 

The data is there, and the software is there, but there is a shortage of skilled interpreters. Look at the impact of social media on political campaigns in 2016 and how often the commentators got it wrong. There is still a long way to go before the fickle public will allow itself to be accurately understood!