{"id":262004,"date":"2025-05-29T04:33:36","date_gmt":"2025-05-29T04:33:36","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/kevin-hillstrom-minethatdata-an-imaging-issue\/"},"modified":"2025-05-29T04:33:36","modified_gmt":"2025-05-29T04:33:36","slug":"kevin-hillstrom-minethatdata-an-imaging-issue","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=262004","title":{"rendered":"Kevin Hillstrom: MineThatData: An Imaging Issue"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"post-body-1929557687324050725\" itemprop=\"description articleBody\">\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">I asked ChatGPT to create an image of a CEO yelling at an Executive Team for creating a drawing of a person with three arms. This is the image ChatGPT created.<\/span><\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\"><a href=\"https:\/\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEiqMd4bVmArW6Bh5pa9EBorY1rD8Qu2H1XClFE4io5BIuywsxvjAzkqLwy4O2fTxtR6PkkgOmuL7uqGemJEnXQABV8eaTHB7WneFIehtz8C-SmfJMN4naoZjg7V9p-wAQoqwECxChfLZnyIjVtnIAUHhYSEf9ofXHgtlG0JTGmrdskcpYSaY4rR0A\/s1024\/ChatGPT_ThreeArms.png\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" data-original-height=\"1024\" data-original-width=\"1024\" height=\"400\" src=\"https:\/\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEiqMd4bVmArW6Bh5pa9EBorY1rD8Qu2H1XClFE4io5BIuywsxvjAzkqLwy4O2fTxtR6PkkgOmuL7uqGemJEnXQABV8eaTHB7WneFIehtz8C-SmfJMN4naoZjg7V9p-wAQoqwECxChfLZnyIjVtnIAUHhYSEf9ofXHgtlG0JTGmrdskcpYSaY4rR0A\/w400-h400\/ChatGPT_ThreeArms.png\" width=\"400\"\/><\/a><\/div>\n<p><span style=\"font-family: arial;\"><br \/><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">Back in 2010 I consulted with a retail brand. The brand brought in a crusty marketing consultant &#8230; a guy in his mid-60s who had seen everything and consequently &#8220;knew everything&#8221;. I presented a slide showing that the brand needed to greatly increase the investment in paid search &#8230; having left Nordstrom three years prior, I knew exactly what a brand generated when it took $36,000,000 in catalog marketing expense and converted it into $18,000,000 in paid search spend yielding a sales increase.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">I finished presenting the slide.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">The crusty consultant went off, describing how stupid it was to pay for &#8220;keywords&#8221;.<\/span><\/p>\n<ul>\n<li style=\"text-align: justify;\"><span style=\"font-family: arial;\">&#8220;Are you telling this room of seasoned professionals that they should stop mailing a 64 page catalog featuring more than 350 products, and instead pay $0.50 four million times for the phrase &#8220;functional goretex?&#8221; Lunacy, Kevin. Lunacy.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-family: arial;\">In the afternoon session, we obtained a document from the digital marketing team, showing the top 100 keywords, the investment in each keyword, and the sales associated with each keyword.<\/span><\/p>\n<div>\n<ol>\n<li style=\"text-align: justify;\"><span style=\"font-family: arial;\">&#8220;Look at this, Kevin. We invested $10,000 in the term &#8220;Softshell&#8221;, generating $25,000. What do you want them to do, spend another $5,000? What happens if nobody else searches for the term? What happens if they search for the term and they lose money? You don&#8217;t run a business with analytics and keywords. You generate sales with a catalog, Kevin. You know better. This is the kind of advice you&#8217;re giving people?\u00a0<\/span><\/li>\n<\/ol>\n<\/div>\n<p><span style=\"font-family: arial;\">The crusty consultant was essentially mocking the image that AI generated above. He couldn&#8217;t see the future.<\/span><\/p>\n<p><span style=\"font-family: arial;\">If you can&#8217;t see the future via the image at the top of this post, you are the crusty consultant I described from 2010. A fusion of AI, Community, and Video is coming. Unavoidable. Already happening. While I think AI is going to muck up a ton of brands while greatly benefiting others &#8230; while making dumb people look smart &#8230; and getting dumb people fired in the process &#8230; I still am not stupid enough to think this is the future.<\/span><\/p>\n<p><span style=\"font-family: arial;\">And how the heck do we know if AI was \/ was not in on the joke in the image it created?<\/span><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>I asked ChatGPT to create an image of a CEO yelling at an Executive Team for creating a drawing of a person with three arms. This is the image ChatGPT created. Back in 2010 I consulted with a retail brand. The brand brought in a crusty marketing consultant &#8230; a guy in his mid-60s who [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":262005,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[13773,15907,15294,13772,13774],"dealstore":[],"offerexpiration":[],"class_list":["post-262004","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-hillstrom","tag-imaging","tag-issue","tag-kevin","tag-minethatdata"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Kevin Hillstrom: MineThatData: An Imaging Issue - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=262004\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kevin Hillstrom: MineThatData: An Imaging Issue - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"I asked ChatGPT to create an image of a CEO yelling at an Executive Team for creating a drawing of a person with three arms. 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