Malcolm Gladwell had some bad news for mobile marketers: Just because you have more data doesn’t mean you’re going to make better decisions.
At Tune’s 2015 Postback conference on Thursday, Gladwell outlined the gap between what we may think we know about audience and the truth. In normal Gladwellian-style, the best-selling author of The Tipping Point and Outliers offered a contrarian view to the power of big data, tossing out anecdotes that were perfect cocktail chatter, packed with just enough science to be interesting.
“I thought what I would talk about this afternoon…is what data can’t tell us,” Gladwell said. “All of you in this room spend a lot of time pondering the question of what data can tell us, but I want to talk about the limits of that.”