“Data are not information.” So writes Jeff Stanger in a recent blog post that really struck a nerve here at TargetPoint. He writes:
“Data and information are not synonyms. Data only have the potential to inform. They are half the equation. Information equals data plus communication.”
The fact is data are dumb. There is nothing inherently smart, useful or insightful about data, but they are the raw material of information and knowledge; a necessary precondition that, once manipulated by an information craftsman, becomes something useful.
The problem many campaigns face is that they are, to quote Stanger’s article again, “awash in data, but barely wet with information.”
It is, unfortunately, an important but frequently overlooked distinction, and one that the TargetPoint team strives to make in its work...Read the full post