Mythbuster: the obsession with 'granular' data
Les Binet and Sarah Carteradam&eveDDB
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the obsession with 'granular' data
Some years ago, we met a client who was wildly excited about large customer data sets. "It's the granularity that's so amazing," he enthused. "For instance, people who shop in petrol stations on a Thursday…" and so it went on. Eventually, we asked a simple question: what was happening to market share? He seemed slightly annoyed. Market share wasn't relevant for a...