It’s Not the Size of the Data Book Summary - It’s Not the Size of the Data Book explained in key points
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It’s Not the Size of the Data summary

Koen Pauwels

It’s How You Use It

3.6 (18 ratings)
10 mins

Brief summary

'It's Not the Size of the Data' by Koen Pauwels explores the misconception that bigger data leads to better decisions and profits. It offers practical advice on how to identify relevant data and use it effectively.

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    It’s Not the Size of the Data
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    Use a dashboard to link marketing to performance.

    Imagine you’re driving on the highway. A quick glimpse at your car’s dashboard tells you that you’re driving too fast, and that you’re almost out of fuel. Without having to consider all the complex processes going on underneath the hood of your car, you’re able to make the right decision: slow down and refuel.

    To do the same for their business, marketers also need their own dashboard. A marketing dashboard helps link marketing to performance by making data understandable and actionable.

    Any company with huge amounts of data about their sales, for instance, would only be able to glean insights from those raw numbers by spending quite a long time examining them. This is rather like taking a stalled car and staring at the parts under the hood, hoping that the problem jumps out at you.

    In much the same way that a car dashboard shows a driver the performance indicators she needs to know to get from point A to point B safely and efficiently, with a marketing dashboard, raw information can be summarized clearly using visuals that help you comprehend and make use of the patterns your data reveals.

    An informative and visually pleasing dashboard will also help you use your data to keep your marketing decisions accountable and within budget. Studies have shown a long-standing disconnect between marketing operations and a company’s executive agenda; this is likely tied to the way we tend to make marketing decisions instinctively, sticking to what feels right without questioning why.

    This lack of reflection often leads to lavish spending, as controlling costs isn’t usually a top priority for marketing departments. It’s here that your marketing dashboard can really make a difference, connecting marketing spending to a company’s financial and strategic plan, helping you monitor campaigns and stay on top of expenses.

    If you’re starting to think that a marketing dashboard is rather distinct from a car’s dashboard in its potential and capabilities, well, you’re right! Find out why in the next blink.

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    Key ideas in It’s Not the Size of the Data

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    What is It’s Not the Size of the Data about?

    It’s Not the Size of the Data (2014) is a beginner's guide to designing, creating and adopting your own marketing dashboard, helping you uncover the links between campaigns and performance, and monitor progress with long-term goals in mind.

    It’s Not the Size of the Data Review

    It’s Not the Size of the Data (2020) is an insightful book that challenges the notion that big data is the key to success. Here's why this book is worth reading:

    • With research-backed evidence and practical examples, it provides a fresh perspective on how to make data-driven decisions effectively.
    • By emphasizing the importance of context and interpretation, it shows that the quality of data matters more than the quantity.
    • Through its engaging narratives and real-world case studies, the book debunks common myths and offers valuable insights for anyone working with data.

    Who should read It’s Not the Size of the Data?

    • People who believe in the power of numbers and how they can inform logical decision making
    • Marketing innovators confident that they can benefit from data-driven marketing

    About the Author

    Koen Pauwels is an educator, consultant and specialist in marketing performance. He currently holds a professorship at Ozyegin University in Turkey and is the recipient of multiple awards, including the 2010 Google WPP Research Award.

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    It’s Not the Size of the Data FAQs 

    What is the main message of It’s Not the Size of the Data?

    In It’s Not the Size of the Data, the main message is that big data is not enough. It's about using analytics effectively.

    How long does it take to read It’s Not the Size of the Data?

    The reading time for It’s Not the Size of the Data will vary. However, the Blinkist summary can be read in just 15 minutes.

    Is It’s Not the Size of the Data a good book? Is it worth reading?

    It’s Not the Size of the Data is worth reading as it provides insights on harnessing analytics for business success. It's practical and informative.

    Who is the author of It’s Not the Size of the Data?

    The author of It’s Not the Size of the Data is Koen Pauwels.

    What to read after It’s Not the Size of the Data?

    If you're wondering what to read next after It’s Not the Size of the Data, here are some recommendations we suggest:
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