I pretty much avoid political commentary and discussion, on this site and in social media. There’s very little upside. That said, post election, there have been a ridiculous number of “hot takes” on what happened and why. Again, not going to give a point a view on that. I do, however, like to read a lot. I enjoy reading from a broad cross-section of opinions. The different points of view are helpful. The more you learn about another person’s point of view the better you can understand and empathize.
The one article I read, that was actually worth sharing, analyzing and weighing in on, was from The Wall Street Journal and was titled, “Trump’s Win Has Ad Agencies Rethink How They Collect Data, Recruit staff.” In my opinion, the benefits from reading this thought provoking piece are not limited to marketers and data geeks.
Talk about a market correction!? From data, big data, modeling, predictive analytics…to…let’s go back to talking to people. As with most situations, we tend to over-correct. If you have a players coach and the team does bad, you hire the strict disciplinary coach. After you’ve focused so much on cost savings, that you’ve cut into the bone, there’s announcement about an unprecedented investment in the same area you’ve cut, for so long.
I don’t think a complete pendulum swing is needed, but I do think there’s a lot to be gleaned from the quotes. In particular, there were 3 things that really jumped out to me:
- The importance of the human element. It can’t just be about 1s and 0s. Ethnographic research is more critical than ever.
- Diversity is more than what is typically considered diversity. Socioeconomic and geography can’t be overlooked.
- What defines and makes up “aspiration” isn’t what we always think.
Data isn’t going away. But, what we do with the data, how we interpret that day and who is interpreting that data, may need a bit of a reboot.