I present to you, a Safe Harbor Statement:

“Our discussion may include predictions, estimates or other information that might be considered forward-looking. While these forward-looking statements represent our current judgment on what the future holds, they are subject to risks and uncertainties that could cause actual results to differ materially. You are cautioned not to place undue reliance on these forward-looking statements, which reflect our opinions only as of the date of this presentation. Please keep in mind that we are not obligating ourselves to revise or publicly release the results of any revision to these forward- looking statements in light of new information or future events. Throughout today‚Äôs discussion, we will attempt to present some important factors relating to our business that may affect our predictions.”

The purpose of science is to understand the world enough to make predictions about the future. If you can make accurate predictions about the future, you can improve the condition of humanity and create a better future. You can optimize the future.

If you’re in marketing science or analytics, you (should) are making statements about the future.

  • Making statements about the future requires situational awareness.
  • Situational awareness requires measurement and methods for communicating information.
  • Measurement and reporting requires reliable instrumentation.

Instrumentation and communication (infoviz, reporting, dashboards, etc), are important. I’m sold on the idea that the current state of digital analytics completely precludes operating a program of science. I think that complaints about some instrumentation are more of an excuse to avoid making risky forward looking statements.

Face it. Many analytics practitioners don’t like making forward looking statements. And there are a lot of good reasons for that. It’s risky.

It would seem to me that companies, when talking to their shareholders, use a safe harbor statement to manage the risk. Maybe the sauce that’s good for the goose is also sauce that’s good for the gander?


I’m Christopher Berry.
Follow me @cjpberry
I blog at christopherberry.ca