Organisations shouldn't assume data is simply an advertising tool, nor should non-digital businesses dismiss data as the preserve of the new, digital kids. Marketing is not only a very small subset of data's potential; it is also a completely different approach to analytics to the vast majority of data projects.
I was flicking through the i newspaper the other day when one particular article grabbed my attention. According to a new 12-month study for the National Citizen Service, almost half of teenagers in Yorkshire and the Humber (48%) think the area they live in will negatively influence their chances in life. This was the highest rate in the country.
It's not about Trump. I mean, it clearly is a bit about Trump because he's just been elected President of the United States of America, but actually there are far bigger forces at play here than even him. The mistake would be to allow ourselves to be distracted by the shouty orange thing rather than looking to what's created the shouty orange thing.
Risk is the insurance's commodity: Humans are looking for certainty in an uncertain world and insurance companies promise them means of managing risk. Insurance companies' capital accumulation model is that they seek for ways of minimising the number of actual insurance events in order to maximise their profits.
But in the world of business technology, we still lag someway behind in our thinking. All too often business applications are designed with masses of functionality that are created to justify an expensive upgrade path but result in users only exploiting small percentages of the available functionality
Today, things have changed. New, powerful analytical solutions not only cost less to build than traditional platforms and perform more than ten times faster, but, crucially, business users can now sift through data using familiar reporting tools, gaining easy access to powerful on-demand analytics and allowing data scientists to focus on building models instead of running reports.
But in a world where we constantly ask why it is that women don't 'reach higher' in their careers and with their ambitions, it may be worth thinking about more examples of what successful women look like - what they do. It would be uplifting to see more women say 'if she has done that, maybe I can too.'
When talking about the health service, it is often more prudent to use the language of theology rather than policy. Phrases such as "hands off our NHS" and "the NHS saved my life" are common place and demonstrate the reverence the British people have for it, and the personal ownership many of us feel we have over it. Nigel Lawson's adage that it is the closest thing we have to a national religion still rings true.
Whether in terms of regulation, research or public expectation, there appear to be differences in the way commercial, research and clinical sectors are operating with health data...if researchers, health professionals and technology companies continue to work in silos, then application of big data to healthcare will remain as potential rather than reality.
An unbounded enthusiasm for data is dangerous and advertisers should avoid harnessing data merely because it exists. Instead, as much time, energy and effort should be expended in choosing which data sets to ignore as which to use. Advertisers who resist this painful cull, and gorge on data, might end up regretting it.