Focusing too much on hard data can potentially narrow a marketer's vision to achieving narrow benchmarks, such as attracting Facebook likes and tweets, and not much else, writes Tom Goodwin, founder of the agency Tomorrow. "The relentless search for data and effectiveness prioritizes what is easily measurable. ... [T]he goal for most organizations should be to use data to track progress and to diagnose, not to reward," he writes.

Related Summaries