Marketers are often bombarded with information. Data from open rates, campaign clicks, impressions and so on. However information in itself is not knowledge.
Knowledge requires understanding. Social media in particular is an area where numbers are thrown around by marketing people. Considerable zeal is displayed in pursuit of Twitter followers and Facebook likes etc. But pure numbers can mask the obvious. One response from one person or organisation on any social media platform can trump 1000's of non targeted likes or follows. As marketers we are partially to blame. We are given the numbers and pop them into reports knowing full well Twitter followers up by 10% is probably good but totally useless if none of them are target customers or at least influencers. As with all marketing precision of thinking, targeting and a degree of wisdom is required.