Point of View: In defense of insight
It's unfashionable, perhaps, to write a column in defence of something so 1.0 as insights. And many would no doubt claim that there's nothing new to be said on the subject; but a few recent experiences suggest that the case still needs to be made.
The planning world is racing to grapple with the promise of digital, chiefly around the ‘how’ of communication (digital, channel, or retail planning) and the 'how much’ (real-time tracking, perpetual marketing and new forms of conversation listening and targeting).
But it would be a...