“The plural of anecdote just isn’t information,” the previous aphorism goes. I feel the inverse can also be fascinating: “The singular of information just isn’t anecdote.”
Marcus Collins, Head of Technique at Wieden+Kennedy New York, made the next remark a pair years in the past:
“Although the quantity of information out there to entrepreneurs has elevated exponentially over time, our capability to extract perception from mentioned information has solely marginally improved. This paradox quantities to a easy — but vital — oversight on behalf of most entrepreneurs:
“We mistake info for intimacy.”
Social listening is only one approach entrepreneurs can “mistake info for intimacy.”
Some have argued the that the plural of anecdote is definitely unstructured information. Fashionable information stacks are hoovering up extra of all types of information than ever earlier than, from structured to unstructured. Entrepreneurs have info in abundance. However the greater query is tips on how to make sense of all of it.
Cherry-picking is cherry-picking, regardless of how tall the information stack. We will all the time discover supporting proof to justify any choice we need to take.
Our personal biases, from choice bias to cause-effect bias, can skew and form how we take a look at any form of analysis. We finally have to learn each the quantitative and the qualitative tea leaves.
If we need to follow evidence-based advertising, we all the time must sense-check the proof.
Listed below are a number of associated cartoons I’ve drawn over time:
“If advertising stored a diary, this is able to be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
