A recent article in Inside CMX by Ted Rubin urged brands to concentrate on what he calls “Relationship Data.” In a world where “Big Data” is gaining ground, Rubin encouraged brands to not forget about the conversations and personal impact their companies have on people.
“Relationship Data” begins to approach a problem that has gone unsolved for many years. Each relationship between two people is entirely unique and nearly unquantifiable. You can subjectively qualify your relationship with someone, but it may take awhile because relationships have so many nuances, especially depending on how much you know about that person or how long you’ve known him or her. Your relationship with that person may be nearly the same as the one another person has with him or her, but only on the surface. Change a single variable in that relationship (say, the sex of that other person), and you have a completely new set of dynamics and rules under which that relationship operates. Sociologists and research companies have been trying to quantify relationships for a long time, but creating a simple, standard ruler on which to measure all relationships is incredibly difficult. Continue reading “Can We Quantify Brand Relationships?” »