Comments on: Why data-driven marketers shouldn’t trust the data fully https://chiefmartec.com/2013/11/data-driven-marketers-shouldnt-trust-data/?utm_source=rss&utm_medium=rss&utm_campaign=data-driven-marketers-shouldnt-trust-data Marketing Technology Management Fri, 10 Jan 2014 05:21:07 +0000 hourly 1 https://wordpress.org/?v=6.2.4 By: JYates https://chiefmartec.com/2013/11/data-driven-marketers-shouldnt-trust-data/#comment-82086 Fri, 10 Jan 2014 05:21:07 +0000 https://chiefmartec.com/?p=599#comment-82086 I’ve been in the data business (engineering, financial, marketing) long enough to have seen many a justification created after a decision was made prior to consulting the data. Selecting the correct metric(s) over the right time period with appropriate subsets ignored by applying obligatory assumptions can always be used to create a compelling story.

My solution: First, understand the incentives for specific justifications to be desired. Then, get all the data and probe it from multiple angles to see what it tells me, before passing the implied truth on to those making the decisions.

]]> By: gsatell https://chiefmartec.com/2013/11/data-driven-marketers-shouldnt-trust-data/#comment-68079 Wed, 13 Nov 2013 15:40:50 +0000 https://chiefmartec.com/?p=599#comment-68079 Great post Scott!

I would like to add one point that I think is important. In Bayesian statistics, it’s okay to guess (as a matter of fact, you’re supposed to guess)—which is why Fisher and his followers hated the Bayes so much. In effect, you don’t need to have any data at all to have an idea. It’s okay if you’re idea is crazy, stupid or even just plain wrong.

The point is, as you suggested, to test ideas so that we become less wrong over time.

– Greg

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