Defining, directing and managing your own digital data is crucial for success

“Trust no one; trust only what the experiments and the data tell you”

Sir Paul Nurse – President of the Royal Society “Science under Attack” 2010 BBC Documentary

Ok so perhaps we shouldn’t take the first part of this statement too literally, collaboration after all is an essential part of marketing development today but when it comes to consumer insight however, parallels can certainly be drawn from the sentiment of the latter half of Sir Paul’s statement.

This BBC documentary was about why public trust in key scientific theories has been eroded, but as Sir Paul Nurse discussed the issue, my mind detached itself from the messages on the cathode ray, and onto one simple and firm held thought – make sure you have full access, availability and understanding of all the facts.

I mean, in simple terms, why not, the data is yours, why shouldn’t you?
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