You hear a lot about analytics these days: how brands need to use “the numbers” to create content and advertising campaigns.
It’s supposed to make you more efficient: analytics tell you what worked and what didn’t so you can create more of what worked.
Sounds logical– what’s not to like?
I’m not going to argue against analytics. It’s useful to know what’s resonating with your target audience. You’d be foolish to ignore that information.
But numbers aren’t the whole story. If you follow them slavishly, you’ll limit yourself to what’s worked before. You’ll shy away from breaking new ground.
Without consciously thinking about it, you’ll be more averse to risk, more apt to play it safe– and that’s the biggest risk of all for a brand.
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