It’s OK to Hate Data

There’s a disconnect between our readers who see marketing in the strategy, creative, etc., and our readers who see marketing in the numbers. If you’re the former, let me say one thing: It’s OK to hate data.

A little secret about Target Marketing: Our data content gets less traffic than just about any other topic we regularly cover.

Clearly, that doesn’t stop us from covering the data-driven side of marketing. In fact, I think some of our best contributors write about data. But there’s a disconnect between our readers who see marketing in the strategy, creative, etc., and our readers who see marketing in the numbers.

If you’re the former, let me say one thing: It’s OK to hate data.

Good Good ... Let the Data flow through you.Big data, small data, first-party data, third-party data … it can take the people element out of marketing.

I was at Ad:Tech New York last week and caught the session “Your Data Might Be Crap, But Is It Fertilizer?” Mark Donatelli from Ogilvy moderated a conversation with data-driven marketing experts from the NFL, Gap Inc., Domo and Beckon.

Aidan Lyons, VP of fan experience for the NFL, had a great line: “They’re not users, they’re fans.”

What he meant was, they’re not just users, they’re not just data. Every one of those records is a real, breathing person. A fan of the NFL. Sift and sort what you know about them, and you begin to spot groups with things in common. These are niches in your market who you can target with messaging and experiences.

Most of our readers can get into that. Once you have people to talk to, you’re back in the game most marketers signed up to play.

But not everyone can see those people in the numbers, the data, even at a persona level.

And that’s OK, because not everyone has to. There are a multitude of tools, agencies, consultants and data scientists who can help boil the data down to something marketers can work with.

Author: Thorin McGee

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

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