Has the word ‘data’ become meaningless, or even dangerous?

By Adam Morton, Managing Partner of Client Services

Data risks going the way of ‘digital’ in becoming a meaningless buzzword. What we’re looking for is information and forgetting that in favour of data can leave marketers looking for tactics rather than creating strategy, argues UM London’s Adam Morton.

I was recently in a meeting where the word ‘data’ was thrown around like confetti. And it reminded me, unfortunately, of ten or so years ago where the same thing would happen with the word ‘digital’.

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