Drowning in data but starved of wisdom

Sue Elms

Warns against uncritical use of data and advises that marketers should champion insight to bring its wisdom to the boardroom.

Is all your data driving brand advantage? Marketers should demand more from their data intelligence by championing the role of insight to drive its wisdom into the boardroom, says Sue Elms.

Last year, Arianna Huffington looked at the rise of Big Data, algorithms and AI, concluding that, as access to intelligence has gone up, our collective wisdom as a society has gone down. A tsunami of information has muddied the true with the fake, fostering hype and false reality, division and polarisation. "We are drowning in intelligence but starved for wisdom," she wrote.

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