So I’ve been reading Data-ism by Steve Lohr, and it’s been making me think about how we actually use data – especially in marketing and branding.

One line that really stuck with me was: “Big data technology is the digital age equivalent of the telescope or microscope.”

I mean… that’s kind of spot on. A telescope showed us galaxies we didn’t even know existed. A microscope opened up whole hidden worlds in a single drop of water. Data does the same thing, it lets us zoom all the way in on people’s tiny day-to-day choices or zoom out to see massive patterns. That’s powerful.

But here’s where I get stuck: when we collect all this data, what story is it really telling us? How much of it is even relevant? And honestly, how do we use it without drowning in numbers?

Because right now, data isn’t the problem. We’ve got plenty of it. The problem is figuring out what actually matters and what’s just… noise. Sure, a dashboard might tell me engagement went down last week – but why? That “why” is where strategy lives, and that’s not always something the numbers spell out.

Then there’s this other quote from the book: “Not everything that can be counted matters and not everything that matters can be counted.”

That one hit me. In marketing, we’re obsessed with metrics – clicks, impressions, conversions. And yeah, they’re important. But the real magic? Trust. Loyalty. Connection. The stuff that doesn’t always fit neatly into a graph.

Think about it: a campaign might not get the flashiest numbers, but if it makes people feel something, or if it reinforces your brand’s values, that impact goes way deeper. You can’t always “measure” that, but it’s the kind of thing that builds a brand people stick with long-term.

So my takeaway is this: data is a tool, not the whole truth. Like a telescope, it can open up new perspectives, but you still need to know what you’re looking at. The best strategies come from balancing the measurable with the immeasurable – using data as a guide, but never forgetting the human side of the story.

Because at the end of the day, people don’t connect with numbers. They connect with stories. And if we forget that, all the data in the world won’t save us.