Some Marketers are obsessed with data. Data is great because it gives us the information we need to make decisions.
Sales are down because people can’t find the right product.
Our most valuable customers live in Melbourne.
Only retirees visit that page.
That’s valuable information because we can use it. We can improve our models and tinker with our strategies.
However the obsession starts when we care more about the numbers than what the numbers represent. When we rely only on the data, we fail to realise that the data is merely representative of human behaviour.
And human behaviour is completely unpredictable.
We should absolutely find more ways to learn more about how our customers behave. But lets not forget they are humans, and numbers can’t fully capture the way we think, feel and act.