Organisational theorist and Crossing the Chasmauthor Geoffrey Moore’s words are among the internet’s favourite pithy quotes on big data. Certainly, in the 21st century, to not harness university marketing data is to operate at a significant disadvantage.
We can play a little with this imagery to make a slightly different point, however. Imagine you were in the described situation, when suddenly hearing and vision were restored. Imagine, the sense of noise and confusion. Of not knowing which way to go, or what to do.
This, no doubt, describes the feelings of many a university marketer when first exposed to big data. We have all these numbers…but what do we do with them? How do we even read them?
Here are our five tips to avoid drowning in data: