Data is talking… but are we listening?

In the age of immediacy and action, are we missing the point when it comes to using data effectively? By Farah Moumneh, head of analytics and strategy at OMD

Do you remember what you were doing on January 15, 2009? If you were a man named Chesley “Sully” Sullenberger, then you would have been crash-landing a plane onto the Hudson River, saving the lives of every single one of the 155 passengers aboard your aircraft.

It was an extraordinary feat, and rightly played out as the heroic survival tale in the media. However it was what came after which really struck a chord; the way in which Sully had plotted his course of action. Instead of allowing data to completely drive and execute his decisions, he used it to frame his thinking, thus allowing his intuition and decades of experience to determine the right conclusion.

This account remains one of the best examples when it comes to demonstrating the correlation between human learning and genuine intelligence in using data. It’s true that we have become accustomed to placing the value of data above our own instincts at times, considering it a more reliable result than one powered by emotion alone. However, in today’s digital era of fake news, transparency concerns and brand fraud, we’re coming full circle. Humans, it would seem, are in vogue once again.

To read the article in full, go to Campaign Middle East

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