“7 Deadly Sins of Data-Driven Marketing” - new cartoon and post https://lnkd.in/g6KzYcNb My cartoons are often inspired by something I overheard the previous week. Last week, I traveled to speak at the GPeC Summit in Romania and got to hear UnMarketing author Scott Stratten’s entertaining take on marketing while I was there. Part of Scott’s talk included a rant on vanity metrics — the seductive allure of focusing on data that makes us look good. Vanity metrics are particularly rampant in digital marketing and can cause us to make really bad decisions. The term “vanity metrics” were first coined by Eric Reis in the Lean Startup. As Eric put it: “Vanity metrics may make you feel good, but they don’t offer clear guidance for what to do next.” The idea of vanity metrics got me thinking about each of the seven deadly sins and how they might apply in this increasingly data-driven world. Data is never just about the data — it’s how we use and make sense of the data. How we interpret the data is subject to the same human biases and foibles that drive everything else we do. Of course AI promises to help with data-driven decision making and yet AI is fueled by many of these same biases and foibles. As we look at the data, we have to continually sense-check where it came from and how we’re using it. For related cartoons and all the links in this post, click here: https://lnkd.in/g6KzYcNb To sign up for my weekly marketoon email newsletter, click here: https://lnkd.in/gZsC7Nhz #marketing #cartoon #marketoon
Totally agree with these points 😁 Marketers are generally more creative then analytics experts and as data driven marketing is key, we would like share some insights on what analytics mean for marketing - https://daiom.in/marketing-analytics-and-its-key-components/
Absolutely agree! Vanity metrics can easily lead us astray, giving a false sense of progress. I also think it’s essential to remember that focusing on actionable insights is what drives real growth. AI can help, but as you mentioned, it’s important to stay aware of biases in both data and technology. Keeping a critical eye on how we interpret and apply data is key to making better, informed decisions!
Brilliant as ever! You might appreciate this one Duane Pierce
Vanity metrics are everywhere and speak to self-preservation. They aren’t the goal... meaningful action is. The focus should always be on what drives that next step forward....
Just a couple of weeks back, I was part of a panel discussion on use to technology/data for marketing and how do we blend the two together. My favorite is "Believing in the data without question"
It's a bit like being angry at a thermometer, though. When data does not meet expectations 🤷♀️
"Numbers don't lie" but they also don't tell you the whole truth - actionable insights are essential! Brilliant cartoon 😂
Brilliant… like always.
VP R&D, co-founder at Bloom
2moGreat analogy, but I'm afraid there are a few more sins than that.. - Pride: appropriating someone else's data without proper attribution or reference - Gluttony: spreading yourself thin by prioritizing quantity of data and insights over quality - Wrath: dismissal of any challenge to their data or analysis - Lust: bias toward easy and familiar data instead of using objectively more relevant data - Greed: prioritizing cheap data over relevant data - Envy: getting a solution of their competitor rather than the most relevant solution for the problem at hand - Sloth: using data or insights without verifying their relevance or quality