Questioning the Numbers
Every marketer should learn to question the numbers, not just quote them.
If someone claimed to have the winning lottery numbers, the first question to ask would be how they came to know these numbers.
I own a wonderful machine called the LottoMetron – a device capable of churning out the winning numbers week in, week out, thanks to some very clever mathematics.
The reliability of such claims should be scrutinized, especially when significant investments are required.
A high cost, such as hundreds of thousands or millions of pounds, would warrant a closer examination of the machine's workings and prediction reliability.
Author's summary: Marketers should scrutinize data reliability.