The data trap: Why performance teams need to look beyond the dashboard
Anais Cramesnil de Laleu, performance director at Atomic 212, explores the concept of data traps and why we need to rethink what is expected from performance teams.
In a world where every click, comment and share is scrutinised, performance media teams are expected to serve up insights faster than your local barista.
With access to more data than ever, we’re not just collecting numbers – we’re expected to digest, analyse and serve up ready-to-go recommendations at lightning speed.
Yet, despite the buzz around data-driven strategies and the growing arsenal of AI-powered tools promising to elevate, bolster, or supercharge (insert your buzzword of choice) performance media, our industry still struggles to make full use of these advancements. It feels like we’re sitting at an all-you-can-eat buffet of technology but all we have is a plate full of mixed greens.
