from the blog.

Data beats Jones Blair

“Data beats opinion.” This sentence is one of the main mantras at Google and a fundamental way to approach business decisions. Bringing this mantra to the table leaves no room to speculation or guessing. It is also the most important lesson from the Jones Blair case study: organize your data, play with your numbers, know your customers and your market, then make decisions.

“Data beats opinion” was true in the 1980s, when the case study is set — and is even truer today. Recent research shows that 61% of consumers believe that brands aren’t using their personal information intelligently or thoughtfully to predict their needs; 68% say that brands don’t make them feel like an individual. 

More than ever, using data to get insights into customers and their motivation is key to success. If you don’t want to become the next Jones Blair wondering where to go and what to do, remember that data beats opinion.

You may also like

uber-amazon-dilema

The Uber dilema

The essential difference between Amazon and Uber is in the customer.

Why we need to stop talking about data

In an interview with Google’s “One Minute With…” series, Tamara Ingram, global chair of Wunderman Thompson Group, was asked which industry hot topic she wished people stopped talking about. Here is her reply: “I wish […]

Cultural Dimensions and Localization

Consumers in different countries have different preferences. One way for global companies to acknowledge these differences is by creating localized campaigns. Localized campaigns emphasize the variations across countries, customizing the message for each market. Globalized […]