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@Simon - we're too quick at giving more importance to one overarching strategy like lead generation, at the detriment of others like customer retention and brand conversations. Why? Because the direct marketing people come to the table with all sorts of statistics and projections. Time to start challenging those certainties. In the same way direct displaced mass advertising, intimate and relevant in a personal and humanized way will (hopefully) displace the attitude of entitlement and pushiness of direct/lead gen tactics.

@Stanford - predictive modeling is one of the things integrated marketing groups should look at, not the only one. And yes, marketers need to stop looking at customers behind a one way glass window, even online, and start talking with them. Interesting thought about the science of campaign polling. Looking forward to reading what you come up with. I'm familiar with the work of Frank Luntz.

Valeria,
I've been giving this alot of thought lately myself. I'm wondering if there is a practical need for statistics in the social media space.

I would use stats to "predict behavior" when I didn't have reliable access to the population being sampled. But, with Social media - I can quickly understand exactly what my community prefers and get a reasonable impression of how they will react.

I wonder what I lose by not having accurate predictive models that dissect and analyze my audience. Hmm...

Maybe a deep dive into the science of campaign polling may yield some interesting answers -

Thanks Valeria,

While this totally challenging the thinking behind one of the few things- statistics - that clients venture to hold on to, it clarifies their relative importance. these are tough waters for clients with stretched budgets to negotiate, but such insights are invaluable.

Many thanks,

Simon

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