Big Data? No, SMART Data

Image Credit: Kitty Nerd by Carolina Valsecchi Gillmeister on Flickr

Image Credit: Kitty Nerd by Carolina Valsecchi Gillmeister on Flickr

One of the things I've loved most about crafting my career in online marketing is that there is lots of feedback when it comes to campaigns. You can tell almost instantly what people respond to and what falls flat.

When I started out in marketing in 1999, billboards, radio, television, print and other difficult to track media ruled, but the prevailing advertising wisdom was, "Half the money I spend on advertising is wasted; the trouble is I dont know which half." (John Wanamaker) That seemed to satisfy most clients who were easily convinced that spending more meant more return. As the web evolved and more and more people started getting their purchasing influence and information on it, we were able to pinpoint which half was wasted and which half worked.

However, this information only tells half of the story. Yes, people clicked on this ad and not that ad and people shared this post and not that post...but why? That's still a big gap in information. Read More