A reporter once told me he was going to write a piece about programmatic advertising called "Data is the new oil"[1]. His idea was that having data about customers and prospects is directly correlated with the ability to drive successful marketing outcomes, and thus that brands should be laser-focused on building these data assets. I argued that data isn't like oil in that once you burn a gallon of gas in your car, it's gone, whereas once you know something about a consumer, you can use it again and again. When you share it with others, it never goes away.
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Data is fallout, not oil
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A reporter once told me he was going to write a piece about programmatic advertising called "Data is the new oil"[1]. His idea was that having data about customers and prospects is directly correlated with the ability to drive successful marketing outcomes, and thus that brands should be laser-focused on building these data assets. I argued that data isn't like oil in that once you burn a gallon of gas in your car, it's gone, whereas once you know something about a consumer, you can use it again and again. When you share it with others, it never goes away.