70 Kellogg Insight For Smarter Analytics, You Need to “Purposely Mess Stuff Up” Why the best firms are purposely injecting variability into their data. THERE’S A PARABLE THAT ERIC ANDERSON , a professor of marketing at the Kellogg School, likes to tell, one he’s deemed the “Analytics Paradox.” “A young firm starts out making many mistakes. Eager to improve, they collect lots of data and build cool new models,” he says. “Over time, these models allow the young firm to find the best answers and implement these with great precision. The young firm becomes a mature firm that is Based on insights from Eric T. Anderson and Florian Zettelmeyer