Quirk’s has published several articles and blog posts about big data and what opportunities it presents for MR professionals. The general consensus seems to be that big data is only as good as the insights a human interpretation can apply to it – and who more apt than a researcher to be that human?
The big-data-needs-a-human-touch argument holds especially true for digital marketing where, according to Ian Lurie, CEO and founder of Portent, a Seattle Internet marketing company, “Clicks, Likes and views can tell you how something worked, not how to make something work.” Lurie’s January 13 article for Entrepreneur, titled “Instincts, Not Data, Will Push You Forward in 2014,” unveils three truths about the limitations of data and why data alone cannot be trusted to make marketing decisions.
When data’s in the driver’s seat, it’s driving with its eyes closed. Over the years, many agencies let data drive the campaign, which makes digital marketing seem like a sure thing. But risk is based on reality, not reports. It’s subjective and data alone won’t measure it. Data alone can’t make strategy, because customers aren’t algorithms. They’re people and they’re not always predictable.
An over-emphasis on data marginalizes human talent. When we push data first, we marginalize talent – your talent and mine. We ignore the fact that all the data points in the world will never replace the consumer insight of a great CMO, his team and his agencies.
Paralysis by analysis kills the creative process. Creativity must take us beyond the data, not to it. When we become hyper-focused on data, we become handcuffed to client reports and we give up our creative freedom that can captivate the hearts and wallets of consumers. Marketing is much more than a numbers game.
Although I love data, all the spreadsheets in the world won’t ensure your company’s future. Sure, data is the ingredient we’ve always been missing, but when we put spreadsheets before people or big ideas – we fail at marketing.