Do real-time analytics stifle marketers’ ability to make decisions? That is the premise of my latest MediaPost column:
First of all, think about the fear of not knowing, or not knowing right now. Does that fear consume oneâ€™s ability to focus mental or decision-making resources where they should be? You bet it can. Secondly, can constant data streams â€” the ability to see trending as it happens in the real world â€” cause marketers to delay making timely conclusions and subsequent business decisions? What is the propensity to believe a trend will turn favorable, or more complete and comprehensive, if you just wait one more day? It can turn into a vicious cycle, and the impact can be had on a range of decisions, from short-term to long, and trivial to strategic.
For the solution to real-time data addiction, see my full column here.