Casey Flanagan

Track Your Tracking: Data Is A Numbers Game

Seeing a story about brands embracing analytics has become nothing more than daily routine. But as Einstein famously said, “information is not knowledge.”

There is a tipping point with data where too much makes it hard to focus on what actually is important. And with 60% of respondents in a MIT Sloan Management Review survey agreeing that their organization has “more data than it knows how to use effectively,” our New Normal has tipped.

What to do? Start by tracking your tracking. We measure in order to optimize. What we measure deserves that same attention. Regular audits should consider whether what you’re measuring matters. Don’t just ask “what do we know?” Ask “what do we care?

Too little data and you’re uninformed. But too much poses its own problems. Data is, itself, a numbers game.

Interested in more stuff I find interesting? Follow me @casey_flanagan on Twitter.

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