Six Ways to Make Your Data More Human
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There is no doubt that data has fundamentally changed the nature of marketing. Not only are we able to target audiences with increasing precision, but the shift to data-driven methods has transformed our ability to understand consumers. We can deliver more, and are expected to deliver more, making work in this industry both exciting and daunting at the same time.
Sadly, this data revolution has been so hyped that we risk thinking it is the answer to everything. Data has been hailed as a way to predict terrorist strikes, cure cancer, or even solve the age-old problem of knowing which half of your marketing budget is wasted. But data is neither omnipotent nor infallible.
For a start, it takes people to design the systems that collect and organize data. It takes people to understand the limitations and biases of these systems; and it takes people to focus data on the right questions that can lead to meaningful and actionable insight.
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