14 rules for data-driven, not data-deluded, marketing

We’re now in the crossfire of a peaking hype cycle for big data and its inevitable backlash. One marketer the other night was yelling on Twitter, “Big Data People need to GET OFF MY LAWN.” I confess, I empathize with his frustration.

Of course, I believe that data — the right data, used in the right ways — is immensely powerful in modern marketing. As I wrote in a post about pragmatic marketing, “Relying solely on gut-based, experience-driven decision-making in marketing is foolish in the digital age.”

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