Big Data is good, but the Human Touch is better

Brian Babineau makes this point on the MarketingProfs Daily Fix Blog: 

Marketers are in danger of forgetting they are trying to reach people. They are focusing on the science of analyzing target demographics like they are specimen in a Petri dish. 

I spoke on a panel recently, and an audience member asked how we panel members thought marketers would best take advantage of Google Glass data. Would it be through pop-up ads? Or quick video pre-rolls? And to that, I say, “Uh, what?” You mean you want to take one of the most up-close-and-personal experiences where a digital dashboard is attached to your head and use the information gathered to better target intrusive ads? Instead, stop, and think about how to have a human touch. Think about how to enhance the personal experience that the Google Glass user is uniquely having. 

So, stop telling me Big Data points about the Big Data. I don’t want to know how much there will be or how much it will grow. If you want to thrill me as a marketer, tell me about the simple insights culled from that data. Share with me the authentic notions about a target or a behavior that emerged. And surprise me by showing how the data fueled a simple, elegant marketing experience that was, at its core, very human.

A key insight for the brand journalist: Always remember, you are writing for people -- not a "target audience."