Monday, 8 March 2010

Confusing Data With Insight

I have been using this long-form ad created for Microsoft Advertising for a couple of years to illustrate the failings of so-called customer insight. The truth is, if all we have is customer data then basing any kind of meaningful (and I mean relevant) messaging and communications on them is a losing proposition. Insight can come from data - data (however much of it one has) is not insight. The film is excellent, a refreshing, irreverent look at customer intimacy based on data... The film was made by Openhere a Belgian agency. Enjoy...

video

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