Too much plumbing. Too little poetry.

DataMatrix

We live in a world driven by data and although we probably don’t even understand half of it or don’t even bother to look into it as we should, decisions aren’t taken unless they can be fully rationalized. As Rishad Tobaccowala mentioned in a recent post:

“In marketing we worship the algorithm and its superiority to human decision making.”

He makes a good point. He continues with:

“In the world of media we are so fixated on the plumbing of finding the right person at the right place at the right time that we forget that the interaction we deliver will have to be absolutely right and brilliant not to piss of this superbly well located person at the exact right time. The better the “targeting”, the more important the tone, content and quality of the interaction. Lets think about the poetry versus just the plumbing.”

This reminded me of the conversation between Bill and Melinda Gates during this year’s TED event in Vancouver. Somewhere in this conversation – hosted by Chris Anderson – it’s clear that part of the magic between these 2 people in spending billions of dollars to charity is the mathematical approach of Bill Gates combined with the more tangible, human experience of Melinda with the people involved in the decision. Something they obviously recognize as a necessity in their decision making.

Anyway, Rashid makes a few strong points why we should rethink how we deal with data. Read the full post here.

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