Editors note – This was supplied to NZ Marketing Magazine pre Covid-19. Thanks to Daniel Kahneman the idiosyncrasies of human behaviour are increasingly well known. A…
Author Simon Bird
We’ve all read various articles and heard chatter about the movement of agency services going ‘in-house’, moving into a consulting firm and/or being automated. Some of these changes are obviously justified but there’s some evidence that companies that move agency functions out of agencies may well end up producing worse work rather than better work. According to Simon Bird, it suggests there’s a sweet spot somewhere between idiot and global expert where open-mindedness and curiosity is maximised.
So the Trump Facebook drama has finally sunk data analytics firm Cambridge Analytica. In some respects, although it does sound odd to say it, I sort of feel sorry for them given how little real evidence there is that their Trump campaign had anywhere near the level of influence on the US election it is being accused of having.
It’s natural for the advertisers to want to become better at measuring the effectiveness of what they do. But as they dance with the numbers, are they getting seduced by what those numbers can actually achieve. PHD strategy director Simon Bird considers what the love affair with numbers means for an industry desperate for validation.
Simon Bird finds that the industry’s preoccupation with ‘a point of difference’ probably isn’t the best use of time. However, he adds that getting marketers to buy into this could prove as hard as getting 19th Century doctors to believe that hand-washing was a good way to stop the spread of disease.