#customer-data

Articles tagged with #customer-data

The Weather Forecaster Who Only Looks Out the Window.
Brands treat last quarter's campaign data as insight into next quarter's customer. Baruch Fischhoff named the psychological mechanism that explains why this feels right — and why it almost always isn't.
Jul 3, 202611 min read
The Map That Was Accurate When It Was Drawn — In 1987.
Why the customer your brand is personalising for — right now, with sophisticated data infrastructure — may not have existed for two years.
Jun 22, 202614 min read