10 Digital and Social Insights for the Year Ahead
Crowdsourced from our global network and spearheaded by Stephen Waddington, our Chief Engagement Officer, my Ketchum colleagues and I shared our expectations for the digital and social space in 2017 with the Ketchum blog.
The piece touches on a variety of topics, including paid media, research, data, micro-influencer marketing, storytelling and new media, and serves as a great thought-starter for digital marketing strategies.
My contribution reads as follows:
Data disruption demands more human approach
How we analyze and capture insights from data is evolving. In 2016, the outcome of the US presidential election, Brexit and Facebook's reporting mistakes all demonstrate that we can’t blindly trust data. In 2017, a human interpretation of data will be paramount. Executives will expect a deeper understanding of metrics and mechanisms of data science to ensure strategies are guided by reliable insights. Marketers will need to use scientifically credible methods to prove the validity of their conclusions through qualitative and quantitative analysis and invest more time into understanding platform-specific analytics and the hidden messages behind the numbers.