In the age of immediacy and action, are we missing the point when it comes to using data effectively? By Farah Moumneh
Farah Moumneh is head of analytics and strategy at OMD
Do you remember what you were doing on January 15, 2009? If you were a man named Chesley “Sully” Sullenberger, then you would have been crash-landing a plane onto the Hudson River, saving the lives of every single one of the 155 passengers aboard your aircraft.
It was an extraordinary feat, and rightly played out as the heroic survival tale in the media. However it was what came after which really struck a chord; the way in which Sully had plotted his course of action. Instead of allowing data to completely drive
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