get your head out of your stats

Ok, once more for the cheap seats: good marketing is as much about creativity, judgment, and risk-taking as it is about chasing the numbers.

I ranted last week about the tendency we all have to chase the wrong numbers.

Here’s evidence that the commercial sector is coming to grips with number-itis. the conclusion of web panel on analytics;

We seem to believe that because we can track so much of what happens in an e-mail and on a Web site, we have all the answers; everything is black and white. When it comes to human behavior, Marshall points out, there is a lot of gray.

And this is from people who do analytics for a living.

This is a short read — strongly recommended.