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.
Data is fallout, not oil
Data is fallout, not oil
Data is fallout, not oil
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.