Data is a four letter word

Listen to this article

By Prof. Harmandar Singh

Data is good, but the word data is not sexy.

Intelligence is a better word.

The mountains of precious data out there can be seductive for any marketer. Doesn’t it sound even more alluring if I said, “The mountains of precious intelligence out there can be very seductive for any marketer!”

Data helps refine plans and directions, and allows audience targeting.

Brands say they must have the data, advertisers want data working on their media spend. Media agencies thrive on data. My dog wants to go for a walk.

The entire business world wants data.

And they want it all. If so, do they actually read the data reports that justify their investments?

Does the person who pays for everything audit the data before writing the cheque?

Nope.

Because they don’t want to think.

That’s how data makes you lazy (another four letter word).

We have this fixation for data, but when it comes to data interpretation, we are lost. Because thinking hard is difficult. Creative thinkers are rare. So we stick to the math.

BTW, I scored a strong credit for my Add Maths O-level exams.

Recently, I heard there is an explosion in content consumption. I agree. Especially when it takes only one loooong second to be classified as having already viewed an ad on YouTube. Multiply that metric a few billions times a day and yes, we have a content explosion.

Of the dumb kind.

The Data Palace: once the initial data is inputted, the machines take over and through machine learning (the boring word for AI) plus cumulative experiences, you get a “granular picture”.

Then, to add magic to data, you need a Data Scientist I assume. Someone who can make sense of the data, analyse and distill it into a strategic master plan that becomes the thrust of your messaging. And at times, becomes even the message. This is truly breakthrough stuff. Think of an Actuarial  Scientist at work, but leave the morbid bit out.

However, since Data Scientists are rare in Malaysia, the good ones who know how to laugh, and you may need a translator to try to understand them, I have a suggestion.

Get an advertising Creative Director.

Cheers.

“Data is a four letter word” was the Editor’s Note for MARKETING WEEKENDER Issue 334

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry. 

This is the only event where Live Presentations meets Live Judging. 

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2022 to May 2023

For more details visit https://appies.com.my/ or contact Vishnu