中国人以前缺乏数字管理,现在又陷入了过分崇拜“数据”的泥淖。在企业界、广告界和传媒界,数据迷信成风。事实上,数据不是灵丹妙药。在数据营销大潮中,数据营销的种种缺陷也日益凸现,应该引起业内外的广泛关注与深刻反思。首先,数据不能取代判断。营销大师汤姆·彼得斯说：“数据重要,但对数据的判断更重要。”数据如果不加判断,不去洞察消费者内心最真实的需求,就会产生误导。当年,垄断对华贸易的英国东印度公司曾对来自中国“真实”的数据做 The Chinese lack of digital management in the past has now fallen into the slightest temper of “data.” In the business, advertising and media, data superstition into the wind. In fact, the data is not a panacea. In the tide of data marketing, the various defects of data marketing are also increasingly prominent, which should arouse widespread concern and profound reflection in the industry and abroad. First, the data can not replace judgment. Tom Peters, marketing guru, said: “The data is important, but the judgment of the data is more important.” The data can be misleading without judging and not discerning the most real consumer needs. That year, the British East India Company, which monopolized trade with China, once made data on “real” things from China