« Why Lego tells us that innovation is more perspiration than inspiration | Main | How not to train junior planners »

August 14, 2015


The problem with big data is that when we turn people into numbers, we dehumanise them. It's a quirk of how our heads work (A bias, if you want to be on-trend). The more data, the less it connects to humanity. So organisations who make decisions based on looking at masses of data tend to make less and less "human" decisions.

The antidote is to use empathy as much as numbers. But the ability to emphasise, like wisdom, needs nurture and experience. Creatives tend to have an innate ability to do it, so we should trust them a bit more and the numbers a bit less, I think. The problem is that you need someone to stand in a boardroom and argue for instinct over/as well as data, which very few people are prepared to do.

Another case study of behavioural online targeting. I was selling shoes on ebay the other day and couple of days I was visiting facebook and saw my shoes advertised to me!

You too?

We're going o have to send out the memo again - the Target story is a myth. http://www.kdnuggets.com/2014/05/target-predict-teen-pregnancy-inside-story.html


Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Your comment could not be posted. Error type:
Your comment has been posted. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.


Post a comment

Your Information

(Name and email address are required. Email address will not be displayed with the comment.)