Question 7 of 10
Pablo Picasso 
Picasso famously said, "Computers are useless. They can only give answers." It's an oft-misunderstood quote, because the second sentence seems to contradict the first. The point he was making, though, is that machines can do a great job of analyzing the data we supply. It's up to us, though, to supply the right questions.
We can easily run a split test between two different keyword sets and let the machine determine which version produced the most phone leads. But how can we be certain that there isn't a third option that would out-perform the first two versions? If Picasso were running a marketing campaign, he would test as many different scenarios as possible, ensuring that the computers have the right data to analyze.
Picasso famously said, "Computers are useless. They can only give answers." It's an oft-misunderstood quote, because the second sentence seems to contradict the first. The point he was making, though, is that machines can do a great job of analyzing the data we supply. It's up to us, though, to supply the right questions.
We can easily run a split test between two different keyword sets and let the machine determine which version produced the most phone leads. But how can we be certain that there isn't a third option that would out-perform the first two versions? If Picasso were running a marketing campaign, he would test as many different scenarios as possible, ensuring that the computers have the right data to analyze.
William Shakespeare
In Hamlet, Shakespeare created a character whose tragic flaw was his tendency to distort the world into his own subjective framework. Hamlet was the first to say, "In my mind's eye," and it's clear that he would have been blind to unexpected opportunities."There is nothing either good or bad. But thinking makes it so."
In Hamlet, Shakespeare created a character whose tragic flaw was his tendency to distort the world into his own subjective framework. Hamlet was the first to say, "In my mind's eye," and it's clear that he would have been blind to unexpected opportunities.
The wealth of data available to today's marketers makes it easy to support a narrow-minded hypothesis. Be willing to listen to the stories your results are trying to tell you.
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