The prediction business

Long-term planning requires nerves of steel.

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Good morning, Marketers, and who would make predictions?

The prediction business is not a good one to be in right now. Take last week’s November job report, which showed far fewer jobs added than forecast, while at the same time (based on a different survey) unemployment fell. If anyone guessed that correctly, I missed it.

Alternatively, take a look at in-person events. Large-scale events require a lot of advance planning — not least booking a suitable venue. But who can see months ahead right now? Salesforce scheduled a one-day Dreamforce at the Javits Center in Manhattan this coming Thursday long before anyone had ever heard the word Omicron. 

Protocol for attending the event has been changing almost daily with stringent requirements for negative tests and there must be a serious chance of it being canceled — like a couple of days out. Salesforce can absorb the shock, but events planners with tighter resources can be forgiven for being nervous and confused. I hope, of course, the event can go ahead safely.

Kim Davis

Editorial Director


Quote of the day. “One of the most underrated skills as a marketer. It’s not Facebook ads. It’s not technical skills. It’s UNLEARNING. ‘We have always done it this way’ kills marketing.” Daniel Murray, Senior Manager Marketing Operations, ServiceTitan

The post Good morning: The prediction business appeared first on MarTech.


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.


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