Tag Archives: inigo montoya

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.

recycle-390919_1920

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

Continue reading

Data’s Inigo Montoya Problem (Part I)

Of all the quotes in the infinitely quotable movie “The Princess Bride,” (“Have fun storming the castle!”  “As you wish,” “Never get involved in a land war in Asia!”), one always stood out for me:

Vizzini: HE DIDN’T FALL? INCONCEIVABLE.

Inigo Montoya: You keep using that word. I do not think it means what you think it means.

If I’ve encountered one problem more than any other in marketing data, I’d call it the Inigo Montoya problem: the dangers of using misleading data.

tshirt24n-1-web

Photo courtesy of, let’s see here, The Daily News.  Huh.

The problem seems so widespread–and so dangerous–that I’ll address it over two columns:

  1. How misleading data occur
  2. How to prevent or work around bad data

In theory, bad data shouldn’t exist.  Of course, as Homer Simpson noted, “In theory, Communism works. In theory.”  How do bad data arise?

Continue reading