WATCH: Microsoft’s prediction guru Rothschild on data science in advertising

David Rothschild is the Microsoft Research Economist who correctly predicted the votes of 50 of the 51 states during the US 2012 election.

For this year’s Oscars, he named the winners of the top six awards and ended up predicting 21 of 24 categories with a new forecasting model.

He told us how predictive science is being used to some extent in advertising, but that we’ve only “stopped at phase one”.