Hardly anyone will challenge the value of behavioral data in marketing, especially as technology continues to make it easier to collect, process and model. But, be sure your team considers the Why? in addition to the What?
This HBR blog post is a good reminder of why it is critical to look at hard as well as soft data. What especially resonated with me is the comment that “companies feel they ‘know’ their consumers, but that knowing about someone is not the same as knowing them.”
Ask your team what the data is telling them and what it is NOT telling them, then send them on their way to get the complete story. They may not come back with an answer for everything, but you can be confident that they are solving the right way. As the people at Leo Burnett used to say, “when you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either.”
© 2012 Development Practice 360, LLC