Knowledge is Power

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You have probably heard the old adage at one time or another “Knowledge is Power”.  Depending on sources you may find that phrase first attributed to Thomas Jefferson in November 1817, “… knoledge is power, that knoledge is safety, and that knoledge is happiness. “  Outcomes that we can learn to appreciate; power, safety, and happiness.
So, how do we apply knowledge to marketing? If you would indulge me a moment with the concept of “with age comes wisdom”. In the 1980’s the concept of a DIKW pyramid was created which references the building blocks to wisdom. This pyramid is displayed somewhat like Maslow’s Hierarchy of Needs, but instead shows that data creates information which creates Knowledge, and ultimately Wisdom.[/vc_column_text][/vc_column][vc_column width=”1/2″][mk_image src=”http://www.impactconnects.com/wp-content/uploads/2015/10/DIKW_Pyramid175.png” image_width=”800″ image_height=”260″ crop=”false” lightbox=”false” frame_style=”simple” target=”_self” caption_location=”inside-image” align=”center” margin_bottom=”10″][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text disable_pattern=”true” align=”left” margin_bottom=”0″]
Let’s look for a minute at the characteristics:

  • Data – Data can be objective facts or observations, stimuli, signs, sensory perceptions, or raw facts.
  • Information – Information is the meaning of the data in some sort of organized or structured manner often defined by the relationships of different data elements.  If data is a noise stimuli and sight is a stimuli, information is the source of the noise as validated by sight or the meaning of the noise.
  • Knowledge – Knowledge is the organization of information over time.  Knowledge is the organization and processing if information to convey understanding and accumulated learning.  Similarly, knowledge is the application of studies and experience of information to create a belief structure.
  • Wisdom – Wisdom is the ability to increase effectiveness, add value, predict outcomes, and do the right things.  Wisdom is the use of knowledge in the future.

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I prefer a DIKW flow diagram that includes the time as a factor to the Maslow hierarchical model.  I like the inclusion of understanding to the model to help lead to the wisdom.  We need to understand the why.
All information we have attained from our customers is now in the past, the future is always tomorrow.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][mk_padding_divider size=”50″][vc_column_text disable_pattern=”true” align=”left” margin_bottom=”0″]
With Marketing Automation we have the ability to deliver highly personalized messages to the right individual at the right time using their preferred method.
We are able to capture data on an ongoing basis at each interaction in the customer’s journey.  We use data about customer behaviors, from a variety of sources, to inform and promote personalized customer interactions in near real time.
When properly applied the customer journey is continually enhanced.[/vc_column_text][/vc_column][vc_column width=”1/2″][mk_image src=”http://www.impactconnects.com/wp-content/uploads/2015/10/CustomerJourney.jpg” image_width=”800″ image_height=”350″ crop=”false” lightbox=”false” frame_style=”simple” target=”_self” caption_location=”inside-image” align=”left” margin_bottom=”10″][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text disable_pattern=”true” align=”left” margin_bottom=”0″]
Had Thomas Jefferson existed today, perhaps the quote would have read “ … Wisdom is power, that wisdom is safety, and that wisdom is happiness.”[/vc_column_text][/vc_column][/vc_row]

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