Brands Don't Want Bigger Data — They Want Actionable Insights
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You’re sitting in a brand-agency meeting and someone starts talking about their 3 billion data points or their real-time Hadoop big-data capabilities. The agency lead is thinking, “Ooh, this is going to be good.” The client has other thoughts. After all, what is the client supposed to do with all that information?
If I’ve learned one thing in 2014, it’s that size does not matter — insights do. Brands don’t care how big your data is; instead, they want to know if you know how to use it and what they need to do next.
2014 was really the year where everybody — myself included — threw giant amounts of analysis and dashboards at their clients. Like pulling a rabbit out of a hat, I would pull a by-city engagement report against population data from our shiny database to show the client’s brand affinity by region. I brought our clients massive data dumps that gave them every detail from media impressions by hour of day to different user behavior patterns by device type and screen size. The response usually did not carry the same enthusiasm I had about it.
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