Behind the numbers
CMOs managing global brands are buried in data. Our industry’s ongoing and increasing capability to measure observed behaviour along the consumer journey – although infinitely quantifiable and tactically seductive – takes time. Ultimately, it can prevent us from engaging in deeper, insight-revealing work. Work that leads to more relevant and robust concepts and strategies that engage consumers with brands.
Unfortunately, today, ‘Data Rules’. All too often, we are seduced into the notion that all we need to do to connect with consumers is to take our rich, data-driven, honey trap of behavioural information, identify the most important observations and execute against them. Nothing could be further from the truth.
Data is great, it is crucial, but it’s only the tip of the engagement iceberg.
We can accumulate all the information we like but merely reflecting observations back in the direction of the consumers we have been observing is far from the best use of a brand’s money, or the consumer’s time.