Alarms Go Off In My Head

Here's a must read if you think AI isn't a bubble that is going to explode and wreak havoc (click here).

This is the quote that caused alarm bells to go off in my head:  "This kind of mythology only grows in an environment deliberately deprived of good information."

There it is!

Ecommerce is misled by the mythology of conversion reporting, failing to understand customer relationships because Shopify shows conversion on an item among loyal buyers is 9.4%.

Catalog marketing is misled by the mythology of the matchback report (and for some bizarre reason an obsession among paper / printing folks on neuroscience).

Email marketers are misled by the mythology of open rates (a tactical metric but not a revenue-generating metric).

Social media marketers are misled by the mythology of engagement (a tactical metric but not a revenue-generating metric).

Search marketers are misled by the tyranny of ROAS (a revenue limiting metric).

Every one of us (myself included) deliberately deprive ourselves of good information in an effort to believe in the shared mythology that motivates us in our daily work but causes us to fail, to perform in a sub-optimal manner. We believe in a false marketing idol of some sort.

We don't have to do that.