HiPPOs still hand down most decisions in a company – even when surrounded by piles and piles of reports with metrics galore. Marketers still use the “funnel” to imagine and allocate budget, people, actions – even when there is multi-decade data that the funnel is a lie. Company after company misses trends and goes kaput – even after investing in multi-million dollar data projects to build clean rooms, unified consumer view cloud-based business intelligence platforms. ☹️ The core challenge isn’t data scarcity; it is insights latency. Which impacts your ability to follow my advice to deliver IAbI, and not data.…
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Across every layer of the company, business people get too much data. Hunting expeditions are launched to locate what’s relevant and useful. CMO scorecards have impressions! Agencies are using CPMs, or worse “Traffic” as primary KPI. A Bank’s CMO has NPS on their dashboard – NPS is sourced from everything a company does AFTER Marketing’s done! I now spend most of my time practicing the art of strategy — how to have an outsized impact across the entire business (with an eye to moving Profits). My approach to rolling back the complexity in data pukes, sorry, dashboards, is simple: Separate…