While reading the below article, it made me think again about how marketing professionals have become restrained by the numbers-first culture that most companies operate by - #SpreadsheetMarketing.
However, I hadn't thought about how the marketing discipline is maybe the only one in the business that has this challenge.
For other departments, finding the right formula and following best practice is probably the most effective way to succeed. However, if all marketing teams do this they're likely to devise the same formula and the outcome will end up looking the same as the competition. (Friends in HR may argue they also need to stand out from the competition nowadays.)
So I challenge you today to re-engage your imagination and avoid the predicable. And maybe we can build a marketing programme that really allows us to stand out in front of out target audience.
Quite simply, in our aspergic and financialised age, it is much easier to get fired for being illogical than for being unimaginative. And so the more you can dress up marketing activity in the clothing of science, the safer you are from the chief financial officer. The trick is to create the illusion of logic to minimise any appearance of subjective judgment in your decision, thereby insulating yourself from the risk of blame. Using statistics as a drunk uses a lamp post “for support, rather than illumination”.