“Water, water everywhere, nor any drop to drink”: Coleridge’s Ancient Mariner is a fitting patron saint for our moment. I sit in the middle of constant flux surrounded by data – live feeds, hot takes, shaky videos and dashboards blinking like cockpit instruments in turbulence. As a Bayesian, I want to lean on priors, update beliefs and try to understand what a likely outcome is going to be.
However, when the rulebook is torn up and actors behave with impunity and whim, the priors don’t help much. The ocean is vast and most of it is salt. Marketers face a similar sea. We have never had more data, more models and more dashboards. We have large language models (LLMs) that can summarise
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
