As CMOs morph, agency strategists rise

Providing advice about collection, processing, interpretation and meaningful deployment of data has become a common discussion between clients and agencies. However, more than a real necessity aiming at addressing a specific challenge or embracing an opportunity, gathering too much data will often turn an asset into a liability.

First things first. Information (or data) is not power, knowledge is. As counterintuitive as it may seem, the more information a company or person possesses, the harder it is to create, manage and use knowledge for their competitive advantage. This begins with the fact that our brains were made to think, not compute.

We are explanation-seeking creatures. We tend to think that everything has