Good morning: The prediction business

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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

Shorts 

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