‘Why Data-Driven Marketing Might Be a Bad Idea’ by Jay Baer
Baer says, “Is big data the reason that runs per game are at decades-long lows in baseball? And why your marketing strategy is failing?
Like Brad Pitt’s character in Moneyball, programmatic media professionals create rich data sets to drive decision-making. Marketers use these data sets to ensure they reach the right people at the right time and the right price. Sounds like marketing nirvana, right?
However, this laser focus on data comes at a cost. With marketers’ newfound focus on mastering data-driven insights to drive results, creativity no longer drives the message. Because senior executives are addicted to the numbers and have become dependent on analytics, marketers rely on data to tell them what works and have stopped thinking aboutwhy consumers engage. This approach fails to understand what truly motivates customers and diminishes the brand’s identity”.
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