I present to you, a Safe Harbor Statement:
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.
I’m Christopher Berry.
Follow me @cjpberry
I blog at christopherberry.ca