No Shit Sherlock!

We love this comment from David Sable … the COO and Vice Chairman of Wunderman.

"The world's servers are bowing under the weight of data … everything from the type of pets we have to our most recent online purchases is available. The problem is most of that information is usless because data is a record of HISTORICAL transactions, so all it tells you is what happened yesterday."

No Shit Sherlock! 

Look of course he is right … data only informs you what has happened, it doesn't necessarily mean that's what IS going to happen. The reason we find his comments so amusing is that for years, his company has been riding the wave of 'data is everything and we have more of it than anyone' and now, just as consumers are demanding more privacy, he is switching track and saying it helps, but it isn't everthing. 

It's abit like Oprah saying, "Sure women have potential, but they need a man to help them make it happen."

Why does every communication discipline believe THEY … and ONLY they … have the answer to all the World's problems? 

Seriously, if we sit in one more meeting where some 2-bit adhack claims he/she can change the Universe all by themselves … blood will be shed. Oh yes … blood will be shed!


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