McKinsey argues, “Companies that harness creativity and data in tandem have growth rates twice as high as companies that do not.”.
All too frequently, online marketers are falling into the trap of “information says no,” concealing behind data to make decisions, in some cases predetermined, without broad expedition. Its simple to produce an overreliance on information to justify a creative concept rather than utilizing information for informative strategy advancement. Information can not and need to not change critical thinking; it needs to augment thinking. Its up to us to be curious, to harness and develop information to help us comprehend and translate the world around us, and then to create and release creative as successfully and effectively as possible.
This failure to consider the broader landscape can have larger, dangerous effects; as business progressively lean into artificial intelligence and AI, they need to be reminded that the information that is inputted will form the outputs– a lesson Amazon found out through strong criticism of its AI recruiting suggestion tool. The tool over-favored men for technical jobs due to the fact that the historic datasets they used were prejudiced towards guys..
Mar tech and advertisement tech options are, similarly, often programmed and delegated their own gadgets without human guidance or analysis. I noticeably remember returning from the health center with a new child, only to be served Facebook ads encouraging me to put my baby up for adoption. For the numerous brand-new mothers who struggle with postnatal depression– who might be getting used to motherhood without a community around them– this might have exacerbated psychological health concerns and might have been devastating..
Data can not and ought to not replace crucial thinking; it must enhance thinking. Its up to us to be curious, to harness and hone data to assist us interpret the world and understand around us, and then to produce and deploy imaginative as effectively and efficiently as possible.
In this whole-brained thinking technique, information is a key component. It might be argued that, as a society, we have actually come to rely too much on the left side of our brains to the detriment of seeing the huge picture. This removal of our human judgment, this overreliance on tactical information and control panels rather than leaving space for nuance, is the “information says no” trap..
When we end up being too reliant on data as the response, and bypass analysis as a result, we fall into the trap of overlooking what cant be quantified, and we risk losing so numerous valuable and rich human insights. Rather, we need to be careful not to conceal behind information as a way to make choices without enough thinking and surround ourselves with more enhanced information literacy, where we can both interpret and challenge our ideas and presumptions.
Information and data-driven marketing are now vital parts of a brand names success, but information alone is inadequate. It is the insights found from the information, and their imaginative application to real human requirements, that will help brand names win in the long run..
With contributions from Craig Elimeliah, executive creative director, VMLY&R.
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“The Sell Sider” is a column written by the sell side of the digital media community.
Todays column is composed by Lara OShea, Executive Strategy Director, VMLY&R.
Those who lived in noughties Britain will remember the scenes in Little Britain where David Walliams played customer care consultant Carol Beers; she lived behind her computer screen, and her response to any reasonable request would be “Computer states no.”
Fast-forward a number of decades, and we discover ourselves in the period of data-driven decision-making and data-augmented imagination. No one contests that intelligent usage of information opens smarter insights and higher business results. McKinsey argues, “Companies that harness creativity and data in tandem have growth rates twice as high as companies that do not.”.
However all too often, marketers are falling into the trap of “data says no,” concealing behind data to make choices, often predetermined, without broad exploration. For example, its simple to produce an overreliance on data to validate a creative idea rather than utilizing information for informative technique development. Its a deadly temptation to rely blindly on information to make choices without questioning data validity, source, inspiration, collection approach and built-in biases, or questioning the analytical approach..
We risk misinterpreting data when we fail to look at the whole photo. When examining websites, we typically associate a long dwell time to engagement, thinking someone is interested in costs time exploring whats on the site. What if this is in fact a confused user attempting to navigate a badly created page?.