Andy on Twitter

  • I've also realised that my spelling on Tweets is about 1000x worse than anywhere. It's embarrassing. Oh well.,
  • Looing at speakers at big B2B conferences before I register makes me depressed. Want to hear from makers and doers… ,
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  • Would be consistent with what they’ve done around the world. And their right to do so. What the Aussie Govt is prop… ,
  • It’s interesting to me how when a company () details how it will respond to legislation it is deemed by the… ,
  • Good read on the interference of Govt in how the Internet works... Internet's founder, US officials slap down News… ,
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  • Good look at the impacts of SAH on compliance and tech... Be Prepared to Stay at Home in 2021 – even if you don’t w… ,
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  • Great read... I Feel Better Now | Jake Bittle ,
  • Another great example of cluelessness. Google has a right to exercise inordinate power over its own products. Just… ,
  • via ... is hard for us here to laugh. States now run the country abs SOMO sitting on the sidelines. ,
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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.

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