Your Guide to Keeping Your Sanity Amid Too Much Data

Happy Springtime, Measurement People!

The NCAA does not have an exclusive on madness in March. In New England it’s the time when, after three months of winter, we turn wild-eyed and “Woods Crazy,” as songwriter/poet Bill Morrissey says.* It’s that slightly unhinged feeling you get when you’ve just finished shoveling 16 inches of heavy wet snow—and you hear there’s yet another blizzard on the way.

You start thinking it might be fun to take an axe to your house. Or your relatives…

It’s also in March that a bunch of crazies up in Alaska hitch themselves up to 16 dogs and race each other through 1,000 miles of wilderness. And of course March is the month that Irish Americans, of which I am one, put on ridiculous green outfits, consume a lot of alcohol containing green food coloring, and sing a lot in honor of a Saint.

Clearly, sanity is in short supply most everywhere in March.

Which is why we decided to spend this month’s issue tackling communications and marketing professionals’ current obsession with data. It’s kind of like green beer: almost everyone agrees that too much of it is bad for us, but that doesn’t stop us from demanding more.

Avinash Kaushik inspired our march to sanity with his post “Five Strategies for Slaying the Data Puking Dragon.” (Read it here on our site, or in its original form at Avinash’s Occam’s Razor blog.) How can you not love that title?

Sadly, the problems that Avinash helps resolve resonate all too loudly with my experiences over the last three decades. And they will definitely connect with anyone in communications measurement who is faced with too much data.

So we set out to fix it in one issue. (I told you March is a crazy time around here.) We’ve put together plenty of advice on dealing with too much data:

Happy measurement,

* I think you will enjoy the lyrics to Bill Morrissey’s song “Woods Crazy”:

I took a wife named Daisy many years ago

Daisy went woods crazy on the very last spring snow

Now she walks around without her clothes

She yodels through the day

I’d take to the doctor

but I like her thataway

(Graph image thanks to Let’s Graph.)

About Author

Katie Paine

I've been called The Queen Of Measurement, but I prefer Seshat, the Goddess.