Live from SXSW. Day 2. The question about data nobody asked

In his second guest posting from the SXSW conference in Texas, Sound Alliance commercial director Ben Shepherd talks about the big question that nobody asked.  

The last day of the Interactive component of SXSW seemed to kick off relatively slowly. The hallways around Austin Convention Centre werent as frantic as the previous days maybe it was due to the parties that happened last night and a few bleary eyes.

A full day was ahead of me, my first stop was the panel ‘Is too much math killing marketing?’. Short answer possibly.

One thing I’ve noticed about SXSW is despite its fanboy digital overtones, most attendees seem to have a sense of self awareness around things they havent solved yet. One of those things is data ie, the right data. Collation is one thing, analysis (ie real analysis) is another thing. A common theme of many panels today was around the issue that a lot of the data we collect now is of no value or use. The notion of marketing being a mix of magic and logic seems lost on some attendees.

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