Andy on Twitter

  • Publicis prioritizing investment is super smart. Nothing to be gained from investing in Cannes. Way over priced ,
  • Cannes this year is both shallow and disappointing. Some ok content but overly commercial and no CMO agenda ,
  • Shares in Cannes Lions' owner fall as Publicis pulls out and WPP voices doubts ,
  • All marketing arcs lead to membership. @Cannes_Lions,
  • Sharing = currency of communications. The system (social media) carries the currency and enables transactions . @Cannes_Lions,
  • Better never stops @Cannes_Lions,
  • Love the power of great brands + great artists + great institutions being drawn together by the artist ,
  • Yup ,
  • Unification of Unilever marketing org means better control over assets - less duplication/volume and more localization @Cannes_Lions,
  • Keith makes a fair point on reach - is about reaching those you haven't reached. @Cannes_Lions,
  • Creativity is last source of competitive advantage. Maybe... ,
  • Unstereotyped ads perform 25% better. a convenient number? but just the same a powerful point if even 5% better. @keithweed,
  • Brand safety and suitability go hand in hand. Some progress made but way to go. @keithweed,
  • Time to tackle the bots. Rip the ad fraud out. No such thing as cheap media. @Cannes_Lions,
  • Must count 100% of pixels as a view. Not 50% and not less. Need for 3rd party verification @Cannes_Lions,
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Data-ism

Against a wave of media coverage — and every tech company rushing to plug their position into “Big Data” — skeptisim is well justified. The rise of data-ism isn’t a panacea to bad marketing. As Nick says, “transparent lens can also be a warped lens”.

Sure we need data. Big data, social data, small data – heck, some days, any kind of data. But data is just one piece of the puzzle.

David Brooks gets at this idea that “everything that can be measured should be measured; that data is a transparent and reliable lens that allows us to filter out emotionalism and ideology; that data will help us do remarkable things.” Just watch the Quantified Life movement lift off to see this in action.

But this same approach will stop many marketers doing many important things. It will become a great excuse. As one marketer said to me the other day in a fit of determination – “I’m not doing social until its benefits are quantifiable and real”. Good luck with that. Not everything can be reduced to the quantifiable.

As Brooks says, data is useful in understanding some of the present and much of the past. It’s not so hot at predicting the future. As marketers we are going to need to place bets, some of which that don’t depend on data to start with. And if you are wrong. If you don’t execute well, data isn’t going to save you.

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