Business Magazine

How Bad Data Can Ruin Your Brand

Posted on the 26 March 2014 by Marketingtango @marketingtango
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When Mark Twain popularized the quip that there are three kinds of lies — lies, damned lies and statistics — he could have been talking about the sins of certain modern-day brands that deploy the swaying power of statistics to bolster weak advertising campaigns and studies.

  • Match.com claimed that people who join the online dating service are three times more likely to find a relationship than people who don’t. Match’s credibility crumbled away with unclear data.
  • Skechers declared that its Shape-Ups gave wearers the ability to burn fat and build muscle tone. Because of poor research methodology, the company paid $40 million to refund consumers for its false advertising.

You can learn from the sins of these marketers to avoid brand backlash, as the CopyPress team chronicled on its blog. Here’s how:

  • Test your data points and ask a sample of customers to analyze them for comprehension before you use them; if they question your research, pull back and refine.
  • Don’t leave gaps in information, such as data size or timeframes, or your target audience might question you or your statistics.
  • Never make up statistics or cite statistics without providing “full disclosure” on methodology.
  • Rely on objective data instead of shock-factor headlines.
  • Don’t present common knowledge as breaking news.
  • Just because something can be put into a chart or infographic doesn’t mean it should.

Although bad data can ruin your credibility, a good data-driven strategy can help your brand outperform. For ideas on where to find meaningful sources of data, turn to our summary for inspiration, “Five Sure-Fire Big Data Sources You Need Right Now.”


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