Using Netflix as an example and referencing a number of articles touting the company’s expert use of data analytics and algorithms, marketing savant Jason Voiovich argues that data helps make content decisions, but alone does not alone drive the decisions. Data is one asset among many – but humans decide what counts in the analysis. As data analytics increasingly drive corporate decision-making in all sectors, the lessons Voiovich highlights are critical to effective, accurate and responsible business practices.
Jason Voiovich’s article focuses on a subject of recent attention by Congress, privacy groups and journalists, both in the U.S. and abroad. Tech Giants distribute services and applications that are free, but nevertheless track and monitor your mobile activities – collecting, aggregating and monetizing information about many facets of your daily life. In this case, Voiovich discusses Google Maps with the understanding that his evaluation is applicable to many other services and companies – all of whom are providing you with their “services” at no “cost” until such time as you understand the price you are really paying to use them.
Jason Voiovich goes directly to the heart of the matter with his statements that are a lessons learned guide that no researcher can afford to ignore – “Wasn’t the promise of data-driven, search engine and social media algorithms that they would amplify the truth and protect us from misinformation by tapping the wisdom of crowds? The fact is that they do not. And cannot. Because that is not what they are designed to do. At the heart of every social media algorithm is a fatal flaw that values persuasion over facts. Social media platforms (as well as search engines) are not designed for truth. They are designed for popularity. They are bullshit engines.”