Every day, every hour, every minute until we go to sleep—and sometimes, even then—we are inundated with information. We can see what our friend who lives in New Zealand—or Hong Kong, even—is doing right at this very instant through a little thing called Facebook. That same friend might have checked into where they ate lunch today, too, on a clever application called FourSquare. And if they’ve connected FourSquare to their Facebook, you'll know where they had lunch—whether you want to or not—in no time. With so many rings, dings, and vibrations coming from our computers and cell phones at all hours, we're never far from anything and everything the web has to offer.
Subsequently, today’s consumer is no longer restricted to making decisions based on the most convenient, or even annoying, marketing approach. Many marketers’ attempts to catch consumer’s attention are falling by the wayside completely. And what’s worse: they continue to try to understand their bad results based purely on data. The problem, and the reason they're falling behind, lies in the insights they're failing to make. As aforementioned, there's just so much we're constantly being presented with—if you're not finding a way to turn that data into intelligence, you're going to falter and ultimately, fail.