Andy on Twitter

  • Great read... Panic, Pandemic, and the Body Politic | WIRED ,
  • Well, can't head to the cafe as much so perfect excuse to get an awesome, first class espresso machine... Great off… ,
  • Ummm... we’ve come a ways since the Spanish Flu... there is this Internet thing for a start ... every Biz is expect… ,
  • Had some thoughts on column vs. another in same rag ,
  • Loved column in the Australian (),
  • Good read from Bain on defending Retail against the Coronavirus - Bain & Company ,
  • What are CMO’s thinking? Some thoughts on the latest CMO Council Research… ,
  • Over 45% of Aussies have no issue talking to a chatbot. Here's why robots are the future of customer support. | Bus… ,
  • Covid has really exposed how vulnerable most companies are digitally. is a total disaster. Services failing.… ,
  • Isolation definitely sucks but one thing sucks more... The low grade, pathetic performance of mobile and internet i… ,
  • OK - just to be clear I am a Rugby tragic... but come on. Small Businesses in NZ that are the lifeblood of the comm… ,
  • Strikes me that this is the best time for all Newspapers to take down their online paywalls, capture a huge swath o… ,
  • Smart as. ,
  • Really fell for all the good people at and now out of work. Hang in there gang. We'll be back and you'll be back.,
  • Connect

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

Connections

  • Connect
How did you connect?   [?]