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A “dry hole” on a moonless and data night


A “dry hole” on a moonless and data night

The rescue operation only had to last 20 minutes and had to be carried out on a moonless night. But when the Delta Force contingent reached the indicated location, they found no sign of the hostages. It is a situation that the military tries to avoid by all means. They call them “dry holes.” What happened on July 3 cost James Foley and Steven Sotloff their lives. Despite having thousands of data on the operation, the Delta Force arrived 3 days late at the small building located southeast of Raqqa where they knew that the jihadists were holding the hostages. Both the Pentagon and the White House agreed that misinterpretation of the data was the main reason the mission was frustrated. President Obama defended himself by explaining that it was a risky operation. His Secretary of Defense let him know, ensuring that there had been no delay in the operation. It took less than 48 hours to get it up and running, and while they waited for the green light, the US military had rehearsed the rescue by conducting drills in a dark building. What no one doubts is that the commanders in charge of this operation had an infinity of data that they obtained, even in real time, using all kinds of means. Satellites, drones, infiltrators among the hijackers … If this is so, where was the mistake? What this “dry hole” makes clear is that having all kinds of data is useless if you don’t have someone behind you who knows how to interpret this information. cell phone number database for sale is just data. If they are not interpreted, they are not only useless, but lead directly to designing unreal and incomplete scenarios. A situation that not only happens in military settings. It would only be necessary to change the “rescue operation” for “launch campaign”, “military commanders” for “steering committee”,


Another example that questions the value of the data for the data and that in this case what it creates is a mirage is the graph shown below. The data show, without any margin of doubt, a downward scenario in the interval between September 2013 and September 2014. In this case, where is the interpretation that allows decision-making? If the objective of this information were to design a strategy to Betting Email List this downward trend, we would not only need all the data. It would also be necessary to include the anchoring factors that would allow us to analyze the impact of each of the data in relation to the objectives set. Without this relationship between data and the added value they provide, it is not possible to convert information into knowledge. Again, unanchored data value
The truth is that, in digital environments, we run the risk of designing business strategies that lead us directly to “dry holes”. The ease with which we can measure what our customers do, the competition … gives us access to infinite data. Data that, like what happened to the Delta Force contingent, are of no use if they are not interpreted and turned into knowledge. To this we must add the need to translate the interpretation of these data into an analysis map. Once we have discriminated the data, it is necessary to create scenarios that link this data with the strategic objectives. This is only achieved through dashboards. Among the many dashboards that must be designed to intelligently handle data in digital environments, the most important are:benchmarks . This type of analysis is nothing more than a comparison to measure performance that allows identifying values ​​and reassigning them. Either for a decision-making on a platform or to define a strategy against the competition or interaction with customers. Next Tuesday, September 23, a new edition of the Master’s Degree in Direct and Digital Marketing (MMDD-15) will begin. One of the new sessions scheduled for this course deals precisely with the “Preparation of a digital benchmark ”. With it, we will try to prevent our marketing and communication actions from falling into “a dry hole” or that our decision-making is based on mirages. Because you see that, as in rescue operations, in digital environments, to avoid the risks of arriving late, it is not enough to have “a night with data and no moon.”

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