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Ogilvy on Advertising in the Digital Age:
…today… the principles [of data science] remain: people still struggle with the fundamental questions of what to analyze and why.
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121 |
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Ogilvy on Advertising in the Digital Age:
Just because you can collect data doesn’t mean you should.
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122 |
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Ogilvy on Advertising in the Digital Age:
With visibility into the entirety of the customer journey, big data enthusiasts claim to be changing dramatically the lives of consumers. All that first part (or personal) data is going to lead us to a more customized, customer-centric world.
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122 |
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Ogilvy on Advertising in the Digital Age:
When people are siloed, they can’t work together. When data is siloed, it can’t work for you at all.
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123 |
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Ogilvy on Advertising in the Digital Age:
The more the boosters of big data talk about how unfettered data flow will make our lives better, the more we recoil from the invasiveness we must sign up to for that utopian vision to come true.
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123 |
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Ogilvy on Advertising in the Digital Age:
…you need to combine a wide-angle lens (to see the whole business landscape) with a a narrow depth of field (to see precisely what the data can practically do). But the secret is to start problem first, not data first.
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124 |
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Ogilvy on Advertising in the Digital Age:
The most useful data has strong visual appeal, even to show simple stats…
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124 |
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Ogilvy on Advertising in the Digital Age:
The solution is the single enterprise point of view which integrates company-owned data sets with consumer insight mined from platforms like Facebook… Google, and their ilk.
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125 |
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Ogilvy on Advertising in the Digital Age:
Customers expect brands to know them when they want to be known and to be anonymous when they don’t.
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125 |
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Ogilvy on Advertising in the Digital Age:
Gathering and analyzing all the internal and external data requires… an intensely complicated marketing technology stack, and no one piece of software can address it all.
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126 |
