Direct Line chief in big data warning

Direct Line Group marketing director Mark Evans has cautioned marketers not to get “swept up in the big data revolution”, claiming an over-reliance on data can be disastrous.
In an interview in the Guardian, Evans – who joined the company in 2012 – said: “An over reliance on data, gathering the wrong data, or indeed trying to be overly sophisticated with data can be disastrous for a brand, company or organisation.
“It is easy to get swept up in the big data revolution and forget that, ultimately, data is simply a tool for understanding customers’ needs better. Data is a means to an end, rather than an end in itself.” He added: “Insurance is unique in that it is the only sector which has personalised pricing. But it is also a sector that needs to creatively problem-solve, to engineer, to market and sell customised solutions to a consumer base that needs its products more than ever.”
Evans also believes the current obsession with content could backfire. He said: “Content is cool at the moment. Brands need to be cautious though. People don’t share content because they love a brand, they share it because they love their friends, so companies shouldn’t get carried away with shares and likes.”
Direct Line Group – which includes the brands Direct Line, Churchill, Privilege and Green Flag – was recently forced to overhaul its senior marketing team following the exit of chief customer officer Darrell Evans.