Averages are horrible things. They smooth out both the highs and lows, make everything look like the middle, and tend to make it all seem homogeneous. That’s never the case. And it’s especially not the case when doing marketing.
Who’s Really Who
Today, one among many hot things is personas – biographies of people who don’t really exist.
The other latest-best-shiniest-thing is Big Data which, for reasons unknown, is always capitalized. But searching through an infinite number of variables to find patterns one wants to find is very (very) different than applying fuzzy logic to discover relationships you never considered. Yet whether that’s useful in marketing, rather than in fraud detection or medical research or cybersecurity, is uncertain.
We don't make things irresistible in a vacuum. We follow the same advice that we give to our clients.