Data’s branding problem is as bad as feminism’s
With the wealth of data increasingly becoming more of a hindrance than a help, Isobar’s Sarah Pritchard considers why data has such an image problem.
Why is data so confusing? We’re at a strange point when it comes to talking about it. There’s more discussion on data in our workplaces and in our media than ever before, and it’s become an integral part of our lives, and yet there’s a problem – it doesn’t seem like we’re any closer to collectively comprehending it.
Despite the ubiquity of data, it’s increasingly baffling to so many. In fact I’m sure you’ve read many “think pieces” on data and felt a sense of loftiness in it – there’s something about how we think and talk about data that makes us feel like it’s something otherworldly and out of our grasp.
How did we reach this point, where something that so profoundly affects our lives is so misunderstood?
Part of the problem is that data at its pointiest end is the domain of the superbrain – extremely intelligent economists and statisticians who have been persuaded to apply their intellectual heft to Wall Street as well as to social-media-giant behavioural analysis.
But there’s also a place for small data, and I think the entry point for layperson understanding is to expose them to some of these less complex examples. Then build on their knowledge incrementally, so as to create gains in their confidence.
At the moment, the general impression of dealing with data is a bit like lying back and looking at the stars, and realising the enormity of what is in front of you.
This was a well considered piece, Sarah. Thank you.
Definitely agree with you there Antony! Thank you for the thoughtful comment. Cheers
What a confusing and confused article.
There are three kinds of problems: Product, Communication and Brand.
Data has got a Communications problem. Data is great, but it’s not well communicated how and for what data is best used.
Feminism has got a Product problem. If people saw feminism for what it really is, there wouldn’t be more than a handful feminists left. It is the brand that has saved feminism. We associate feminism with women’s rights, while the product in fact is all about power, status and special privilege.
Of course, all you’re gonna do, Sarah, is call my remark trolling, which makes you a brand advocate, and thus part of the problem.
I know coding is really cool among the progressive mob these days, but how about learning some basic statistics and critical thinking? Don’t you think that might make our brains more receptive to mathematics than meditation and mindfulness exercises? It might even teach us how to write coherent articles.
I enjoy the rigour of your musings, TDA, and you’re not entirely wrong with your summation. Where I think Sarah has added to the conversation is in providing a broader perspective on how to approach the issue – some possible answers to the problem, not THE answer to the problem.
As soon as you mention data to certain professionals, they default to a preconceived ‘too hard, too complex, leave it to the boffins and they better make it work’ blackbox position. The vexing issue of programmatic (yep, a version of data) only makes things worse. These points go as much to branding as they do to communication.
Give it a name like ‘Demonstrable Increased Accuracy When Applied Correctly To Your Communications Brief’ and perhaps more might embrace it. Just make the name shorter and catchier.
As to coding; I get stats to certain degree. I don’t get coding, despite the fact that primary school children do get it and enjoy playing with it and making it work. That article is on my to-read list, thanks to an individual who is pursuing a Masters in statistics right now.
This article is clearly another reason why people get spooked by data.
For lack of a better phrase, use the pub test. Use words you would use when you’ve had a few drinks with mates at the pub.
Simply, web data is just an excel spreadsheet of words that are collected and put together by companies working with website owners.
The data collected is simply from when you fill out a webform, fill in a search field, or the type of content on the page you are reading (entertainment, sport etc.)
This information can be stored as cookie (a file stored in your browser) and sent by your browser to the data company working with the publisher.
The data company has access to your cookie data for often up to 3 months. They sell your data to advertising agencies who use it for targeting ads to you based on your data.
The publisher gets paid when an advertisers ad runs using your data.
Simple
🙂
A correct description, Steve. But a limited view of the myriad applications of data within the comms realm.
Agreed. But this article was aimed to reduce the confusion around data.
Unless you want to deep dive into the depths of data ad-tech, there is no need to sink everyone with overly weighted words and descriptions.
Trust me, I work for an ad-tech data vendor. It’s not needed.