Data and emotion

house framework

Are these two separate ideas, or just opposite ends of the same stick?

In a world increasingly driven by data, and as someone who has been known to rant about the necessity of measuring marketing efforts in order to build a better ROI on marketing investments, where does emotion fit in?

Data is a bit like the framework of a house, you can see where the bedrooms and bathrooms are, how big they are, are there any windows,  and so on, but that is a sterile, emotionless representation of the home that framework can become. Add some colour, furnishings, a kids teddy on the floor, and the framework becomes a home. It is these additions, the  accoutrements  of life these added things that all have their own stories that adds the emotion to the framework of the house.

We are rushing headlong into a world run by data, but it would be a mistake to let the pendulum go too far, and overwhelm the emotion, as we live and remember with stories, and memories, data is just the means we use to make them more accessible.

As you contemplate the analytics on your web site, and the data in your CRM system, don’t forget that each data point represents a human story, experience, feeling, and some sort of emotion, and it will add great value when you are able to incorpoare that into he way the data set works.

 

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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