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INSIGHT, what a great word.  I really sums up so much of what we do and the challenges we face.  I often define my work as, “calculating the distance between my present state and change”. 

I read recently where the analytics market will soon reach 1 Billion in value (in the US alone).  This represents a sea change in how we go about measuring market activity, but all to shore up one thing - insight.  At the end of the day what hasn’t changed is the need for insight.  It’s what our customers value the most - and pay for.    And, I should add, it’s what we do best.

I believe many marketers masks their lack ability for insight by talking mostly about methods and processes.  While those are important, it’s still about what you do with the information that you have access to.  Everything else is a means to that end.  Insight.

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