‘Enough analysis, already! 8 tips for avoiding data fatigue’ – Marketing Land
Trond Lyngbø says, “It may be heresy coming from a marketing analytics company like Quantifind (my employer), but today’s marketer simply has too much analysis. We’ve finally passed that tipping point where the human capacity to absorb and act on data has become over-saturated with a deluge of dashboards and visualizations.
This very human problem is one of data fatigue. As a discipline, marketing is suffering from stimulus overload.
Social media listening. Predictive analytics. Customer sentiment analysis. NPS scores. Brand studies. Real-time customer surveys. We’re past the point of diminishing returns.
Marketers are beginning to intentionally shy away from marketing analytics offerings for the simple reason that it’s all become too much to be useful. We’re like a kid who’s been to an amusement park, watched a 3-D movie, gobbled down some cotton candy and a cola, and now we’re crashing”.
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