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Data Driven VS Data Informed Marketing: Top 3 Reasons To Think Human

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Feb 02

Data Driven Versus Data Informed Marketing: Top 3 Reasons Why You Can’t Get Rid of Thinking Human

With a propensity of personal data gathered across a variety of social and ad networks there is a deep belief among many that algorithms can accurately profile and target user preferences. Global companies like Google, Facebook, and LinkedIn have been customizing feeds and selling targeted ad solutions, but is there a limit to ad technology and efficiency?

While ad algorithms may have moved a good deal towards predicting prospects behavior there are still gaps in any automated ad or predictive analytics system. Below are the top 3 most common mistakes we see with current predictive analytics.

 

Reason 1: Assuming that Humans are Logical and Habit Based Creatures

The Google and Facebook ad networks along with a slew of other ad networks rely on grouping data based on people’s online behaviors and the people they most interact with. Based on their actions and public data that can be traced to an individual they then fit a pre-selected persona-based profile-type.

At first glance this seems like a marketer’s dream the ability to pin point prospects based on their past behaviors or current interests. In many cases this targeting works wonderfully, however this is not always the case. The assumption is that humans are logical and habit based, but unfortunately living in the real world we know this is not accurate.

 

Reason 2: Not Factoring in Local, Seasonal and Micro Trends

 

Historic data and user analysis can’t always factor in what is happening within a target market. Many times personas and targets are created based on data sets and algorithms, but a model can’t always factor in occurrences such as a snowstorm, a beautiful beach day, or a holiday. Companies using this data to target could be stymied by a campaign’s inefficiency because of externalities not initially foreseen.

 

Reason 3: People Build Immunity to Invasive Targeting

When Facebook or AdWords launch a new feature it can take the industry by storm whether its email list targeting, mobile optimized ads, or in the past remarketing. These new tactics have an instant surge in use and efficacy as prospects are not actively aware of the new innovative targeting methods. Eventually however prospects realize the ad new techniques and methods and their invasiveness and grow more immune to these tactics.

 

The Best Solution: Use Data to Inform, Not Drive Decisions

There is no doubt that the proliferation of data has made marketers more knowledgeable on how to target and measure their audiences. The key however is to take the data and inform your decision-making thinking human. Companies like Google and Facebook now realize this as well and are engaging test studies with human feedback across markets to better customize their products.

By combining data with industry experience on your target audience and by factoring externalities marketers will be able to truly measure and gauge their targeting efficacy and ROI.

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