RSS Feed .(JavaScript must be enabled to view this email address)
505-856-2551

Mary Schmidt Business Builder & Renovator

Mary

Idea Pool

Big Data Needs Big Brain(s)

Mary Schmidt

Jul 18, 2013

Mr. SpockI saw a headline recently, “Will Big Data Replace Marketing?”  I nearly sprung a muscle with the eye roll. Certainly, data can be very useful…if it’s the right data ...and it’s correct.  And, the analysts interpret it correctly. (Logic? Schmogic! Even Mr. Spock could find an ever-so logical reason to go gonzo when Kirk got himself into trouble again and needed rescuing again, at the risk of a world, hundreds of crew, or even the entire universe.  We all make decisions based on emotion and then can find logic, with backup data, to support it.)

So. You’ve got data. So what? Facebook, for example, is attempting to figure out how to actually make money, as in sustainable profit, with data provided by the users.  Only one problem. People don’t always tell the truth. We - um - polish up our personal narratives. We “like” things that we never look at again. And what interests me one day, one month, one year…may not interest me tomorrow, let alone next year, when you’ve rolled out that dandy product designed just for my demographic. (Example: politics. A seasonal spectator sport for most. ) 

Here’s another couple of examples of “big data” that can be misunderstood, misused and abused.

The Bible. Both haters and lovers interpret it through their own emotions and experiences.  And this is Big Data, with definitive answers to everything (at least, according to some), supposedly from the Big Guy himself.  (See? You reacted to that last statement, didn’t you? Emotion. Experience. Maybe not a lotta logic.)

Surveys in the last presidential election (No, no, come back…I’ll be very brief. I got as tired of it all as you.)  Both campaigns looked at the very same data. They had very different interpretations.  Mitt Romney really, truly believed he was going to win, right up to election night.  (It also didn’t help that he had a whole lotta people telling him what he wanted to hear.  We all love that…and even if we love numbers, and know better…well, there you go, emotion again. Wishin’ and Hopin’...)

I purposely used religion and politics as examples.  Regardless of your views, you had a reaction to simply reading the above, didn’t you? Data? What data? I KNOW THE TRUTH!

Want to browse through all my posts?  Go to The Idea Pool.  Everything I’ve written since I started blogging.

In Marketing Troubleshooting, Pet Peeves

Comments





Start-Up Sanity Check for B2B Tech Ventures

Got a great idea? Are people telling you it’s crazy? Good! You’ve got to be a little insane to take that start-up leap – rather it’s out of your garage, the lab or a day job. I'll help you decide where and when to leap (and what to do when you land).

Investment: $500.00 (Why do I call it an investment? Two reasons: 1. If you’re willing to pay, that tells me you’re serious. 2. When you pay for advice, you’re more likely to value and use it.)

Drop me a line and we’ll see if we’re a good fit. If I can't help you, I’ll tell you (and if possible, tell you who can.)

Got funding? I work with one to three start-ups a year, on retainer (minimum of three months, maximum one year).

Free Downloads

New!

Social Media Isn't Free, Easy or Magic.

If one of the self-anointed experts contacts you, pitching magical thinking, ask:

1. What results can I expect if I work with you? (Note: Twitter followers aren't necessarily customers.)

2. What kind of time will I have to invest? (Social media, properly done, is all about personal relationships. You with your customers...and a good relationship takes time.)

3. How do I integrate social media tools with my current operations? (Your salespeople need to know what you're saying on Facebook. Your customer service process and policies should be consistent across the board, from phone to Twitter.)

More Free Advice