Close

Data

Be clean

If a tree falls in a forest and there’s no one there to hear it, did it really make a sound? Pretty much everyone has an opinion on that. It’s the pub chat version of Schrodinger’s cat. But since no one was in the forest, nobody knows the answer. And ultimately, it doesn’t matter. At least not until you ask the same question of digital marketing.

Idealog + Little Giant

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.