Right now it feels like the marketing world has seized on big data as a universal panacea. By finding patterns of behaviour in the largest possible amount of data, we believe it will enable us to develop more accurate strategies and more effective campaigns. Well, it sounds logical at least.
And yet to my old-school mind, it still feels like a way of passing the buck to research in order to justify decisions. I absolutely agree that research data is essential for informing us about attitudes and buying habits. It is also great for measuring the response to campaigns. But there are those who will block innovative thinking because big data says “no.” And they can go to their colleagues and their board and their shareholders and say, “It’s not my fault. It’s what research told us.”
This thinking is both lazy and stupid.
PUBLICATION: Forbes
TAGS: advertising, Analytics, BI, Big Data, Business Intelligence, CMO / Marketing ( tags made from datatalent)
AUTHOR: Phil Pinn
Business Sector: Business Intelligence News (categories made from datatalent )