Where The Data Beasts Lie

Since the mid-nineties, the story about IT has been that the “New Information Economy” would give way to vast gains in productivity and creativity. We’ve been told that if we simply implement ERP, CRM, etc., our marketing efforts would be smarter and more efficient. But after 20+ years that is not exactly the case. The […]

When Big Data Nearly Killed the Black Forest

In every aspect of business right now, companies collect data until they see a pattern that appears statistically significant, and then they use that tightly selected data to drive decisions. The problem is, we assume that the data has merit, that it is objective, and that it holds the answers that will change the way […]

Big Data vs. Insights

Over the last 20 years and the emergence of digital as a central element behind marketing and advertising, the industry had gotten smarter and smarter, creating an expanded set of new metrics: dynamic segmentation modeling, click-through rate, impression share, engagement rates, share of voice, bounce rate, etc. Even with these, it is still very hard […]

Data, Advertising, and the Death of Forests

In every aspect of business right now, companies collect data until they see a pattern that appears statistically significant, and then they use that tightly selected data to drive decisions. The problem is, we assume that the data has merit, that it is objective, and that it holds the answers that will change the way […]

Getting at the Heart of Consumer Understanding: Cheap, Fast and Tactical Isn’t the Answer

Sitting in a meeting not long ago, I couldn’t help overhearing someone comment that the presentation of the rationale for a campaign they had just sat through was too “academic”.  What struck me was the distinction he made between academics and “real businessmen” like himself.  The word “academic” is, of course, loaded but one of […]