With kind permission from the excellent MediaTel Newsline, this is a well-received, rather tiggerish piece I wrote in late April on the true role and value of data for marketers.
The goal was to debunk at least some of the Big Data nonsense, much of which is actually blocking the way forward for what I've come to call "Small Data" and it's crucial future role in creating meaningful consumer value.
The already over-extended notions of "targeting" and so-called "relevance" are also in my sights, I'm afraid. Sorry 'bout that, fanboys ...
Anyway, here is the piece, and I expect to have a second MediaTel article unpicking the conundrum of Engagement online early this week.