• by Gavin O'Malley , Staff Writer @mp_gavin, June 9, 2009

Regarding data, there is such a thing as too great an attention to detail, according to Greg Smith, Chief Operating Officer at Neo@Ogilvy

“Some clients are too data savvy,” said Smith, which can cause them to “miss the big picture.”

Not to say that the stuff doesn’t come in handy. Judah Phillips, senior director of Global Site Analytics at Monster Worldwide, detailed one instance in which data was used exactly the right way.

The job search giant recently executed a campaign that was “tagged generously with Altas.” Phillips soon noticed that some of the visitors weren’t really the type of visitors his team was trying to attract. A little on-the-fly tweaking, however, and they got right back on track.