“Marketing Data Pitfalls” | Tom Fishburne

Data is malleable. We can cherry pick data to support just about any argument we care to make. That’s one of the skills we learn in business school.

But as Kraft’s Julie Fleischer said last month at the Ad Age Data Conference, “90% of data is crap” and “they don’t teach data literacy in business school.”

Read the story: tomfishburne.com

Here is everything you need to remember:

Data doesn’t have biases. It’s people who collect and select the data who bring bias to it.