Using ‘thick data’ to get past quantification bias

In the digital world everything can be measured, with the result that marketers are biased towards the illusion of certainty that figures bring and neglect the crucial observations of behavioural specialists.

An obsession among marketers with what can be measured is leading to a dangerous artifice of certainty and a mistaken belief that martech provides magical solutions to brands’ problems.

That’s the view of Tricia Wang, who describes herself...

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