Andy on Twitter

  • The great thing about Twitter is being a able to have chats with my President. All one way but chats just the same. He's in Sicily!,
  • Peter Farrell is so impressive. Such an amazing Aussie brand and product. Solving real issues. Sleep disorders are a disease.,
  • As much as I complain about airlines huge thanks to for great service on my epic SYD-LAX-AUS-SFO-SJC-LAX-SYD-ADL trip,
  • So proud of the RL team. Amazing achievement. ,
  • Just finishing preso on Mobile experience has by far the worst airline mobile app I've ever reviewed. Shocking. @epicfail,
  • Ultimate in bank branding. Mega Bank. All they need to do is add evil. ,
  • What I Learned From Increasing My Prices - ExtendsLogic ,
  • On marketing workflows... ,
  • So love the story of Ted Kooser... ,
  • ,
  • So much . Going to miss you bro'. ,
  • The ageist conceit that younger workers have more energy | ,
  • Apple Pay is useless. Works less than 50% of time in taxis. Google Pay is 100% great. No bank should be supporting AP. ,
  • Super proud of presenting at YouTube brand camp. So good.,
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Data-ism

Against a wave of media coverage — and every tech company rushing to plug their position into “Big Data” — skeptisim is well justified. The rise of data-ism isn’t a panacea to bad marketing. As Nick says, “transparent lens can also be a warped lens”.

Sure we need data. Big data, social data, small data – heck, some days, any kind of data. But data is just one piece of the puzzle.

David Brooks gets at this idea that “everything that can be measured should be measured; that data is a transparent and reliable lens that allows us to filter out emotionalism and ideology; that data will help us do remarkable things.” Just watch the Quantified Life movement lift off to see this in action.

But this same approach will stop many marketers doing many important things. It will become a great excuse. As one marketer said to me the other day in a fit of determination – “I’m not doing social until its benefits are quantifiable and real”. Good luck with that. Not everything can be reduced to the quantifiable.

As Brooks says, data is useful in understanding some of the present and much of the past. It’s not so hot at predicting the future. As marketers we are going to need to place bets, some of which that don’t depend on data to start with. And if you are wrong. If you don’t execute well, data isn’t going to save you.

Speak Up — Add Your Thoughts

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