Tag Archives: data dictionary

Data’s Inigo Montoya Problem (Part II)

If you’ve had campaigns fail because of bad data, then maybe you’ve fallen victim to the “Inigo Montoya problem of data.”  That is, maybe you’ve used data that don’t mean what you think they mean.

Previously, I discussed the origins of bad marketing data.  Now I’d like to discuss how to fix the problem.

First, I recommend something so exciting that you probably will not finish reading this post before trying it: read the dictionary.

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Yeah, yeah.  I know.  All characters, no plot.  Wait, no.  That’s the phone book.

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