Big Data v. Big Judgment.

“Big Data, no matter how comprehensive or well analyzed, needs to be complemented by big judgment,” according to an article in the Harvard Business Review. Much in the same line, it has been pointed out that the decisions based on the analysis of Big Data are inevitably “informed by the world as it was in the […]

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“Big Data, no matter how comprehensive or well analyzed, needs to be complemented by big judgment,” according to an article in the Harvard Business Review. Much in the same line, it has been pointed out that the decisions based on the analysis of Big Data are inevitably “informed by the world as it was in the past, or, at best, as it currently is.”

Science and technology hold our fascination, and without question, much of the future of our culture. Our very real understanding of our own human limitations has always been the driving force behind technology: The easier and more convenient we can make our lives, we will. But at what point does our driving need to ‘cover’ for those human limitations actually begin to impede on our unique ability to synthesize and analyze through social, economic and political contexts? The very thing that makes us uniquely human in the first place.

Nowhere is this struggle between science and art more prevalent than in marketing.

At Cohesion, we believe in the connection between ‘big data’ and ‘big judgment.’ Between science and art. Between logic and emotion. Unfortunately, many believe that the future holds that you must decide between these left brain and right brain issues. When the answer, at least in marketing, has always been about finding the connection and balance between them.

It’s just one of the reasons we call ourselves Cohesion. And, a very good reason you should find out more about us.

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