Strategic data vs. data theater in data-driven marketing

Data Theater

Let’s face it: we’re swimming in a sea of essentially infinite data at this point. In a recent Teradata report, “lack of needed data” was cited as the least common obstacle to data driven-marketing. Only 22% of the marketers surveyed said that’s what held them back. The most common obstacle? “Lack of process to bring […]

Data is the most underutilized asset in marketing

Marketing Data Scientists

According to a new study on data-driven marketing by Teradata Applications (the artists formerly known as Aprimo), 45% of marketers believe that data is the most underutilized asset in the marketing organization. Most underutilized. That’s throwing down the gauntlet. And indeed, 78% of the marketers surveyed say that they feel pressure to become more data-driven. […]

5 ways to make stats in content marketing more credible

Suspicious Statistics in Content Marketing

As marketers, we want to be better consumers of data. Presented with data and its analysis, we want to be able to judge its accuracy and relevance to our decision making. We want to gauge its ambiguity and uncertainty, even though on the surface we’re being presented with quantified “facts.” We want to detect bias […]

Advice from a Jedi Knight of marketing experimentation

Marketing Experimentation Advice

A couple of months ago, I wrote a column on Search Engine Land titled Why Big Testing Will Be Bigger Than Big Data. A shorter spin-off of my post here on the big data bubble in marketing, its overarching message was that in a world of ever more data, experimentation would inevitably become king. The […]

Does marketing science mean you can predict the future?

Marketing Scientists

If I were a marketer psychologist — that is, a therapist to marketing teams, for which I’m sure there’s a market — I could imagine making a fine living by asking open-ended questions, such as “What does marketing science mean to you?”, and holding up a mirror to people’s responses. I hear you say data-driven. […]

Marketing data: exploration vs. confirmation

Marketing Data: Exploration vs. Confirmation

There is tremendous excitement around data-driven marketing. A whole catalog of data-related phrases are echoing throughout the marketing world: big data, data mining, data science, data exchanges, data management platforms, controlled experiments (“big testing“), analytics, metrics, dashboards, etc. But the data driving all these different activities isn’t quite the same. Or, more accurately, the contexts in […]

Data is marketing’s gateway drug to software fluency

The Circle of Life of Data

In observing the language that CIOs and CMOs alike keep using around the big data bubble — where both parties seem ready to acknowledge that marketing is in the hot seat for making productive use of data — I’m starting to conclude one of two things: “Data” is a euphemism for all application-level marketing technology. […]

The big data bubble in marketing — but a bigger future

Big Data, Big Testing, Big Experience

Let’s face it: marketing is in a big data bubble. That’s both a “big data” bubble and, more generally, a big “data” bubble. Everyone is talking about data, big data, data analytics, big data analytics. Vendors, analysts, consultants, pundits, bloggers, etc., are all falling all over themselves to squeeze these terms into their propaganda content […]

The drama that swirls around data in marketing

Great article in The New York Times this past weekend, Can Social Media Sell Soap?, sheds some light on the war in marketing between the “humanists” of Don Draper’s world and the “quants” of the digital marketing revolution. The essence of the story: data-driven marketing is incredibly promising, but it is not all-powerful. Those who […]

A striking example of the power and peril of data

Here’s a parting story from 2012 that I think sets the stage for a major theme of 2013: data has power. Last week a newspaper in New York published an interactive map of gun permit owners in Westchester and Rockland counties. It made it effortless for anyone to see who has a gun permit in […]