Analytics and metrics are so popular in business because business men and women believe trends are things that stare up at you dead and lifeless from a slide on a microscope that's easy for us to move around. With the keyword being easy. It's dead. It doesn't move. Anyone can do it. And anyone who drives their business with this information is bound to end up roadkill, or existing on the artificial life support of today's media. Takes massive amounts of infusion to keep "the brand" out there.So studying the past in a petri dish won't engage the future - otherwise every brand, manufacturer and ad agency would be doing a whole lot better. It's a hostile environment in which to create new products or turnaround brands not doing well. No matter what anyone says, you can't measure your way to a breakthrough. Trends that pop out of numbers are like studying an earthquake, by the time you analyze the data, the event will be long past.
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