Escape Information Poverty By Asking The Right Questions – The Measurement Standard

Escape Information Poverty By Asking The Right Questions – The Measurement Standard: Blog Edition.

Too many times I’ve heard marketers complain that “I’m data rich but information poor!”  They’ve got transaction data, clickstream data, survey data, demographic data… you name it.  There’s no doubt they have many data points for each of their customers.

Despite these troves of data, the most common direct marketing campaigns are what we call “spray and pray,” a ‘one size fits all’ approach where all recipients get the same message. This approach ignores the wealth of available data.

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