Big data doesn’t automatically equal big insights (again)

June 18, 2014

Interesting piece today in Slate.com on how little we still really know about the effectiveness of online advertising.  Remember the oft-cited John Wanamaker line that “I know only 50% of my advertising is working, I just don’t know which half”? Amazing shelf-life for that quote, and fits nicely with one of my ongoing themes – just getting access to big data is hardly the answer – you need a rigorous analytical approach to turning it into actionable insights.  And by the way, you probably still need some good sales people along the way!

And finally…does anyone still remember Wanamaker’s department store? Or Gimbel’s, Garfinckel’s, Hecht’s, Alexander’s, G. Fox, etc.? Fond memories….

About the Author

Howard Homonoff is a media executive, management consultant, lawyer, and academic.

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