Data should be made more human by relating it to real people and understanding the context in which it was collected. To do this, humans must frame the problems, remember that more data is not always better, acknowledge biases in self-reported data, and use stories to convey emotions that data cannot capture on its own. Effective marketing still requires human judgment to discern valuable insights from data and understand how data affects people.

1. Make Data More
Human
Based on a TED talk by Jer Thorp

2. Data should connect with humans!

3. Why ?
Because….

4. ….data ultimately affects human
beings and making it more
human gives better insights.

6. Putting data into human
context gives it meaning.
You need to relate to the people you are concerned about.

7. Leads to empathy
for the real people
involved…..

8. …..and make the numbers reattach to their
counterparts in the human world.
This requires a fundamental request for the users
of the tech industry.

9. Role of a manager

10. Big Data Is Great, But Marketing Still Needs the Human
Touch. There is no doubt that data has fundamentally
changed the nature of marketing. Not only are we able
to target audiences with increasing precision, but the
shift to data-driven methods has transformed our
ability to understand consumers.

11. Ways to make data more
human
1. Use human insight to frame the problem.
Data doesn't ask questions . The wrong choice of variables,
poor instrumentation and measurement, or an imprecise
question come with a high cost.
2. Remember that bigger is not always better
More data also means a greater risk of finding false
correlation, or conclusions that aren't relevant or actionable.
A machine can find any number of answers, but it takes a
human to discern treasure from trash.

12. 3. Know that everyone is lying.
To put it more gently, people are masters of self-deception.
Unlike weather patterns or traffic data, information that
people volunteer is always biased in some way. This is yet
another problem a machine can't solve, but experience and
human judgment can. It is also why passive observation is
often the best way to gather data.
4. Understand that context is everything.
The events that are captured and recorded in our data are
almost impossible to understand without knowing the context
in which they were collected. The same action, even by the
same person, can mean wildly different things.

13. 5. Embrace the idea that data forces us to abandon stereotypes.
This one almost works backwards. Robots struggle to
recognize patterns, while the human brain revels in the
process. That's not always a good thing. Our minds adapt to
poor or incomplete data by filling in the blanks with shortcuts
and assumptions. With better data, the machines are
practically begging us to abandon stereotypes like "soccer
mom" and respect that each person has a unique cross-
section of interests and characteristics.

14. 6. Realize that a robot never told a great story.
In reducing people to what data can measure, we leave out
that most human of attributes -- emotion. A story created by
a robot is a story devoid of human emotion, which is one
more reason why effective marketing, even in the data-
driven era, will always need the human touch.

15. Data has connection with Humans and we
need just need to use it for good…

16. Thank you