In this moment, the advertising and marketing expert Rory Sutherland, discusses the number one curse of modern businesses. Rory believes that too many companies are following the false goal of finding the perfect measurement of spending to outcome. This can led to companies obsessing over what can be measured and underinvesting on the things that really matter but are hard to quantify, this can include fundamental targets such as customer loyalty and repeat purchasing. A further flaw in this way of thinking is that all data that leads these decisions comes from the past, which means there is a limit on what big data can tell you about future spending.

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Rory: https://twitter.com/rorysutherland?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor