The problem: we have too much information

Data is so important in the creative process.

This Art and Science exercise we go through as marketers is painful.

The danger?

Getting toooooooo deep. Tooooooooooo much.

Toooooooooooooooooo S.P.E.C.I.F.I.C.

At some point, you need to act and stop analyzing.

Find the right outcomes to monitor that our communication efforts can actually drive.

As fragmented as media has become - you have to find the sweet spot - the place you get the high returns for the time and money invested.

Sure, we can hyper-focus on a specific age, location, sentiment, living condition, income, lifestyle … then you look back and your return was X +.0023%. Blah!

Broaden the target, refine the specific action and the strategy returns a result of X +125%. Yippie!

?The problem: we have too much information.

Read the rest of this riff on data...and analysis paralysis - here.