Data isn’t insight alone

The marketing stream at this years’ AEO Forums included a brilliant session from Ben Smithwell from Comotion. Ben’s session titled ‘Demystifying Customer Insight for Marketing Professionals’ highlighted, that data alone is not insight.  Just measuring stuff doesn’t automatically translate to understanding. It’s the crunching and analysing and questioning that provide those ‘aha’ moments that can influence what we do and how effective/profitable we are.

Cutting through the noise and chaos of vast quantities of data to find those small and refined nuggets of insight is much harder than collecting information though. It needs time, it needs an inquisitive and open mind, it needs multi-source validation and it should be an iterative process. 

A continual pursuit of the truth cannot be reliant on data/insight collected before pretty much everything that we took for granted in our everyday lives was thrown into chaos. People, their attitudes, their needs, their beliefs and behaviours are changing as a result of Covid-19, and will continue to change for some time. Times like this make it even more important to invest in insight to drive recovery.  

Insights are our namesake, they’re our raison d’etre. We’re good at mining data and extracting insights. We’re great at asking the right questions, being inquisitive and importantly, we’re brilliant at keeping an open-mind, without prejudice or agenda.

Get in touch if you have any questions on how to extract insight from data or would like to speak to us about how insights can help drive recovery.

Posted by:

Lisa Holt

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