Working in the interactive media space, it's become apparent that the most pressing issue today is how to make sense of all the data that is available to us. There is the perception that everything can be measured. I suppose that is true...to some extent...but in reality...nobody has truly come up with a way to measure many of the softer measures we value. And nobody has accounted for the vast array of not digital (you know....old world) platforms that are still embedded oi the marketing universe.
It seems like once a week we meet with a vendor that has finally found the secret sauce. That magic tool that will capture, organize, and spit out the perfect answer to all of our marketing questions. How much to spend, where, when and what the ultimate revenue potential of each marketing tactic is. To executives, it's something that is almost a given at this stage of digital development. In reality, the requirements on marketers to organize themselves, their infrastructure and organizational processes is a far greater task than developing a tool to organize the data.
If someone really wanted to start a business, they would help companies re engineer their business processes to account for the measurability that seems to be a foundation of the digital marketing promise. And executives would enable their organizations to make the changes needed.
Until we have the marketer side resources and dedication to making this happen, I'm sure we will face an endless stream of geniuses, with their genius tools...telling us how smart we COULD be...if only we would listen. Newsflash....we are listening...just tell us something we don't know...or haven't heard before.
No comments:
Post a Comment