How much certainty do numbers really provide?
Posted: Mon Dec 23, 2024 5:03 am
In many boardrooms the motto 'measuring is knowing' still applies. And you preferably do that measuring in numbers: the lingua franca of the boardroom. Numbers are 'true'. When the numerical scores on vague statements are presented internally, hardly anyone ever asks about what they are really saying. If it fits in a number, it must be true.
“The fact that 80 percent of respondents find our brand unique (last year it was only 75 percent, hurray!) means a plus for the marketing department and that's nice. So we'll repeat the same worthless research next year.” Who's fooling who?
Figures do provide information and a semblance of accuracy, but not necessarily useful insight. Not everything can be captured in a number. In-depth insight from qualitative research is often dismissed as vague and unreliable ("how can you, based on 16 interviews..").
Well, if you launch a flop on the market (or lose an election) based on quantitative non-information, it suddenly becomes a lot less vague. And also quite concretely financially noticeable. The importance of in-depth qualitative research in every phase of a policy or concept development process cannot be emphasized enough. Only that gives you insight into what really occupies your target group, drives them – and/or prevents them from choosing your product, service, party home furniture equipment stores email list or policy proposal – or not.
On May 25, 2018, the GDPR (General Data Protection Regulation) will come into effect. A new European law that has consequences for e-mail marketing. The GDPR law affects every company that uses personal data of European citizens. If you collect e-mail addresses and send e-mails within the European Union, you must comply with the GDPR law from next year.
What the GDPR says about email opt-in
The GDPR law states that the email opt-in must be a clear and affirmative action
The email opt-in must be separate from other terms and conditions and it cannot be a condition
It is prohibited to automatically check the email opt-in checkbox
You need separate email opt-ins if you process the data in different ways. For example, if after subscribing to a newsletter the data is forwarded to a third party
In your email marketing database you must clearly track the email opt-in to be able to demonstrate the given consent if necessary
The GDPR law gives European citizens the right to withdraw their email opt-in. You must clearly inform your contacts how they can unsubscribe
So it is important to check the data in your current email opt-in and see if it complies with the GDPR law. If you do not comply with the GDPR law from 25 May 2018, you can receive a fine of up to 20 million euros or 4 percent of your total worldwide turnover.
“The fact that 80 percent of respondents find our brand unique (last year it was only 75 percent, hurray!) means a plus for the marketing department and that's nice. So we'll repeat the same worthless research next year.” Who's fooling who?
Figures do provide information and a semblance of accuracy, but not necessarily useful insight. Not everything can be captured in a number. In-depth insight from qualitative research is often dismissed as vague and unreliable ("how can you, based on 16 interviews..").
Well, if you launch a flop on the market (or lose an election) based on quantitative non-information, it suddenly becomes a lot less vague. And also quite concretely financially noticeable. The importance of in-depth qualitative research in every phase of a policy or concept development process cannot be emphasized enough. Only that gives you insight into what really occupies your target group, drives them – and/or prevents them from choosing your product, service, party home furniture equipment stores email list or policy proposal – or not.
On May 25, 2018, the GDPR (General Data Protection Regulation) will come into effect. A new European law that has consequences for e-mail marketing. The GDPR law affects every company that uses personal data of European citizens. If you collect e-mail addresses and send e-mails within the European Union, you must comply with the GDPR law from next year.
What the GDPR says about email opt-in
The GDPR law states that the email opt-in must be a clear and affirmative action
The email opt-in must be separate from other terms and conditions and it cannot be a condition
It is prohibited to automatically check the email opt-in checkbox
You need separate email opt-ins if you process the data in different ways. For example, if after subscribing to a newsletter the data is forwarded to a third party
In your email marketing database you must clearly track the email opt-in to be able to demonstrate the given consent if necessary
The GDPR law gives European citizens the right to withdraw their email opt-in. You must clearly inform your contacts how they can unsubscribe
So it is important to check the data in your current email opt-in and see if it complies with the GDPR law. If you do not comply with the GDPR law from 25 May 2018, you can receive a fine of up to 20 million euros or 4 percent of your total worldwide turnover.