When we sat down to talk with Christina Inge about her new book Marketing Metrics, we thought the conversation was going to be primarily focused on how to help people become more confident analyzing marketing data.
But we should have known better.
Trying to have a conversation about the metrics you can use to analyze demographic and psychographic metrics in our world of big data and AI opens up a whole Pandora’s Box of issues around ethics, bias, and research methods.
As Christina says toward the end of the episode, we have some of the most powerful data gathering and analysis tools at our fingertips today – so people need to learn how to use them ethically.
She should know. Christina’s career as a marketing professional and business instructor took a whole new direction with the advent of Google analytics. She has seen firsthand how powerful data analytics provided by companies like Google have grown and revolutionized – and even legitimized – the marketing industry - for good and bad.
Not only do leaders in all sectors need to know how to collect and analyze data as part of their sensemaking process, but they also need to be familiar with the ethical use of data. As Christina says, data can be used to provide great benefits to stakeholders – but it can also cause great harm if not used appropriately.
“You need to double up on your sense of what is right and what is wrong,” Christina says. “Because the tools are there to either create wonderfully good or wonderfully terrible outcomes.”
Learn more by watching the full podcast.
MORE ABOUT CHRISTINA INGE
LinkedIn: https://www.linkedin.com/in/christinainge/
Marketing Metrics by Christina Inge: https://www.amazon.com/Marketing-Metrics-Leverage-Analytics-Strategies/dp/1398606596/ref=sr_1_1?keywords=Christina+Inge+market+metrics&qid=1670099195&sr=8-1
Thoughtlight:
https://thoughtlight.net