As we discussed in Chapter 2, one of the misconceptions about data is that, given sufficient data, “the truth” is knowable: uncertainty can be eliminated from business decisions! This is a seductive idea, and the business world would be a lot simpler to navigate were it true: simply keep collecting data until every decision can be made with certainty! Alas! This is not true, and it behooves us to remind ourselves of that on a regular basis.
Ironically, we can be absolutely certain about one thing: uncertainty cannot be eliminated! Once we accept that, we can slow our endless pursuit of data in the hopes that the next gigabyte of detail about our customers, our competitors, our marketing campaigns, or our internal operations will finally lead us to deterministic nirvana. We can shift our energies to adding structure and clarity to how we use the data we already have (and, yes, occasionally expand what we collect and integrate, but with focus and discipline).
Implementing a structured process for using data would be relatively straightforward if not for the need to break through various misconceptions and inefficiencies that have become generally accepted practices in the corporate world.
When Tim worked for a creative agency less a decade ...
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