Do you want to go up against big data?
You don't want to do that, they'll tell you.
Well, the thing about big data is that right now it can do no wrong. Supposedly it tells you everything you need to know about your customers and audiences. There's no reason to look past anything else.
That's where the rub is.
Big data can tell you some very interesting facts about who you're marketing to. I agree. However, it's not the end all, be all of marketing. While I utilize it, I look at it for what it is and what it's telling me.
Those who champion big data will tell you it takes the emotion out of marketing. Well, that's where I have the biggest issue with big data.
We need the emotion.
People are emotional. They purchase goods or services because they felt something along the sales funnel. Big data can tell us interesting data points and metrics, but it can't look the audience in the face.
At the end of the day, it's about your product or service and what it can do for me or how it makes me feel. What the brand stands for and how I see myself in that brand. Share the same values, etc.
Big data has its place and it's vital, but damn, make me feel something.