“Data sucks.” Her two words started our meeting and ended our pitch. The ad agency exec didn’t stop there. Her quantum prick at the insight balloon became an unstructured hole you could drive your biggest data through. “The whole thing is a mess. Data should drive our plans. Really, it can’t. Vendors come in here and tell me how many numbers they’re going to give us. In the end, our analysts just get a bunch of who-clicked-where tables. Fast forward a few months and we get charts and even more tables.
