“The plural of anecdote will not be information,” the previous aphorism goes. I believe the inverse can be fascinating: “The singular of knowledge will not be anecdote.”
Marcus Collins, Head of Technique at Wieden+Kennedy New York, made the next remark a pair years in the past:
“Although the quantity of knowledge obtainable to entrepreneurs has elevated exponentially over time, our capability to extract perception from mentioned information has solely marginally improved. This paradox quantities to a easy — but important — oversight on behalf of most entrepreneurs:
“We mistake data for intimacy.”
Social listening is only one method entrepreneurs can “mistake data for intimacy.”
Some have argued the that the plural of anecdote is definitely unstructured information. Trendy information stacks are hoovering up extra of all types of knowledge than ever earlier than, from structured to unstructured. Entrepreneurs have data in abundance. However the greater query is make sense of all of it.
Cherry-picking is cherry-picking, regardless of how tall the information stack. We will at all times discover supporting proof to justify any resolution we need to take.
Our personal biases, from choice bias to cause-effect bias, can skew and form how we take a look at any sort of analysis. We in the end have to learn each the quantitative and the qualitative tea leaves.
If we need to observe evidence-based advertising, we at all times must sense-check the proof.
Listed below are just a few associated cartoons I’ve drawn through the years:
“If advertising saved a diary, this is able to be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
