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October 31, 2005

Data farming vs data mining

In mining, you extract a hunk of something that is either durable
and non-reactive, or burns for a short time. Plus, you have lots of
tailings to throw out. It's not self-sustaining or pretty.

Personally, I don't want to mine. I want to do something valuable and
sustainable.

Here's an alternative paradigm: data farming. In farming, you start
from a seed or an immature plant, place it in an appropriate growth
medium, and tend it with nutrients. Crops, and perhaps seeds for the
next cycle, repay your efforts.

You also have a centuries-old tradition of testing and variation from
which to improve yields over time, and reduce wasted effort and
excess fertilizer. This cycle of planting, nurturing, harvesting,
and learning is how less than 2% of our population now feeds the
rest of America, and beyond.

I contend that we should look at direct marketing analysis as data
farming, and to use the metaphor to justify (with ample support)
investments that will pay off marketing cycle after marketing cycle.

And many of us are already doing data farming: extending successful
promotional elements to new prospect lists and new vehicles, learning
from last season in ths season's re-activation programs. This is
farming, sustainable and nurturing, not at all like mining. And smart
farmers don't just produce; they learn so that next season will be
even better.

-- Ken Novak

Posted by omor at October 31, 2005 02:55 AM

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