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 Why data is becoming the albatross around your neck

Idealog + Little Giant

Why data is becoming the albatross around your neck

As chief strategy officer at Little Giant, Ian Howard knows a thing or two about the murky world of data-driven marketing. He examines why data, the long-heralded saviour of marketing, is still being used to make poor, generic and same-same decisions.

Law of the jungle

Predicting the future is hard in any subject; arguably it’s hardest of all in the field of technology. Indeed, as the technology journalist Warren Ellis wisely points out, “it’s best not to get involved in the business of prediction. It’s a quick way to look like an idiot”.