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Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

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watching the numbers

August 12, 2018 1 Comment

Watching the Numbers cartoon
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Marketers can track business performance more closely than ever before. Reports that used to take weeks or months are now available practically in real-time.

All of this can make marketers savvier. Better data can lead to better decision-making. But with noses buried in dashboards, marketers need to be careful not to miss the big picture. Obsessing over metrics can lead to marketing myopia. Reacting to short-term swings can make marketers more tactical and less strategic.

As a Coca-Cola executive put it a few years ago, “we were too busy looking at the dashboard and were not sufficiently paying attention to the world outside of our windshield.”

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A few weeks ago, I wrote about the related problem of “Marketing Short-termism.” There’s also a risk of mistaking causation with correlation in the data and missing the effect of time lags. It’s easy to mistake analytics for insights. In the age of data-driven marketing, savvy marketers need to be savvy consumers of data. Ultimately, marketers need to be data-driven, not data-blinded.

Here are a couple related cartoons I’ve drawn over the years.

“Correlation and Causation” April 2014

“Data-Driven Marketing” November 2014

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1 Comment

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  1. Diane Evans says

    August 13, 2018 at 8:34 am

    Today’s cartoon makes me think of Deming’s Funnel experiment! Love it!

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