|Quote of the Week
"People have become complacent in their approach - believing that they have answered the problem -
but data management is coming back with a vengeance due to realisation that "multichannel" has actually
created a very fragmented world. Most of the benefits sought from implementing CRM and marketing systems
are being lost because of fragmented data. Worse, organisations are alienating the very customers they sought
to attract through well-intentioned but badly joined-up cross-channel execution.."
"Data is oxygen to the direct marketing community. All the elegant solutions and revenue generating mechanisms -
segmentation, personalisation, in- bound/out-bound integration, analytics, profiling, event-triggering and so on
- are starved of life without it, and tainted by impurities in it."
"The problem is that data isn't interesting to your average marketer. It is perceived as a difficult technical
topic that requires the assistance of IT - not marketing's greatest bedfellow - and takes ages to sort out.
Historically this was true but the technology has moved on, and now it is not just much easier but absolutely
imperative to solve this in today's multi-channel environment."
An unusual Quote of the Week this week - and I like it so much I may extend its tenure to quote of the
fortnight or even quote of the month.
Usually the Quotes are chosen for their succint and pithy nature, running to one or perhaps two sentences at most.
This quote, for which I am indebted to Jeremy Bedford of Neolane, wins it's place in the sun because it is such a complete
and compelling summary of the Marketing problem of the day.
If you believe that doing stuff with data is the most fun you can have
(at work), you too are an Information Anorak. Which probably means you
read up on this data, information and direct marketing stuff. If you
have come across quotes that seem to you to capture exactly the problems
we are all struggling with or simply say things that need to be said,
send them in to me. If they are not already in my vast library, I will
add them, and in return you will get:
||An e-mail saying thank you
||The inestimable satisfaction of seeing your favourite
quote turn up as Quote of the Week
||The envy of your friends who will now see you
as learned and scholarly (possibly for the first
||The bafflement of your enemies, who will not
know what you are on about, as they don't go in
much for book larnin'
Send your favourite quotes to the Information
"Data supply doesn't create information. Information
doesn't automatically lead to knowledge. Knowledge doesn't
lead directly to action. Business action and impact are
"If a magic fairy instantly gave you absolutely all the information
resources the company would ever need, do you think people would instantly
know what to do with it and how to use it well?"
Peter G.W. Keen
"Information is at the heart of any marketing activity. Not only that:
it's also the basis on which a company's marketing either succeeds or fails."
"What information consumes is rather obvious: it consumes the attention of its
recipients. Hence a wealth of information creates a poverty of attention, and
a need to allocate that attention efficiently among the overabundance of information
sources that might consume it."
"As a rule, he or she who has the most information will have the greatest
success in life."
"As I hurtled through space, one thought kept crossing my mind - every part of
this capsule was supplied by the lowest bidder."
"Knowledge is of two kinds: we know a subject ourselves, or we know
where we can find information upon it."
"The dissemination of new information is a controversial business, because new information is often surprising. Sometimes it is threatening to existing interests…."
"Realise that everything connects to everything else"
Leonardo da Vinci
"For a successful technology, reality must take precedence
over public relations, for Nature cannot be fooled."
"An e-business can't run without acurate data about its' customers and business partners, and that need is elevating data cleansing from an obscure, specialised technology to a core requirement for data warehousing, CRM and web-based commerce"
" Technology usually provides a series of tradeoffs. Each asset is offset by a deficit…A major problem occurs when those who suffer from technology's defecits and those who benefit are not the same people."
"If you have a bad workflow process and you don't automate it, you'll die a slow cheap death. And if you automate it, you'll die a fast expensive death"
"Information Technology must be viewed from an ecological
perspective. Information systems do not stand alone; they effect
and are affected by the operational environment. Understanding
how Information Technology 'fits' into the larger context is
the key to its effective use"
"Most of the lessons learned in direct marketing decades ago have not been picked up in the online world...Just about anything that works in conventional Direct Marketing works online"
Drayton Bird, Keynote adddress, Technology For Marketing 2006
"A firm's customer information competency should be the single most important factor that determines a firm's core business objectives."
John McKean, Information Masters
"...enabling systems...enable smart firms to be smarter, and dumb firms to be dumber"
Nick Siragher, Carving Jelly
"…any given application can function perfectly well, even when the data behind it is bad.
It is only when we attempt to reuse that data for another purpose that we discover how inaccurate,
outdated or irrelevant it is, and by then it is usually too late"
"For a list of all the ways technology has failed to improve the quality of life, please press three"
"I can't understand why people are frightened of new ideas. I'm frightened of the old ones."
"Good ideas are not adopted automatically. They must be driven into practice with courageous impatience."
Admiral Hyman G Rickover
Errors using inadequate data are much less than those using no data at all."
"It is very common to find that the data to support many of the business information needs is simply not available at the levels required, or that it is of such bad quality that it is impossible to use. Resolution of these types of issues often requires fundamental changes to business processes"
"It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change."
"BI is one of the hardest technologies to deploy because comparatively little of
the challenge is about technology. The process demands a broader skill set and business
focus than other aspects of IT. … As you embark on your BI project, get excited about
the potential of the tools; they are the face of BI. But make sure you devote attention
to the other factors, lest that BI beauty only be skin deep."
Cindi Howson, Information Business Week
"Above all get obsessed about data"
Jerry Yang, founder of Yahoo
compendium of information on the most pressing challenge in
|"At last! Something
on data even an old Luddite like me can understand!"
|"...a really useful resource to understanding all issues relating
to data management"
Prof Derek Holder
|"...a down-to-earth, no-nonsense site designed to cover the
new practices and theory of Information Management"