Data is not insight.

Using statistics to support marketing strategy is nothing new. We marketers try to create messages that appeal to our clients’ customers, so the more we know about what their customers want, the better our messages, right?

Not so much.

While good data supplies important information and can certainly help avoid risk, it’s just not the same as insight. As Adam Kleinberg notes in a recent Ad Age article,  “You’re just as likely to find insight in the shower as you are in a spreadsheet.”

There are lots of data-driven safe solutions, but not so many creative and unpredictable ones. And rarely a cutting-edge one. That’s why clients rely on us for our instincts as much as our ability to think reasonably. We owe our clients more than safe.The next time you’re challenged to come up with a creative solution to a marketing problem, try thinking with your gut.

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