Wouldn’t it be great to encounter a journalist who also specialised in data science? Interestingly enough, Maximilian Obersteller is one of the few who matches this description. He also has a great deal to say about the role of accuracy in an information-driven era. Let’s jump right in.
Can you describe your background for those who might not be aware of your qualifications?
Maximilian Obersteller: “While I’ve been interested in data and statistics my entire life, my real accomplishment was obtaining a Communications degree from the University of Hamburg.”
When did your passion for digital journalism emerge?
Maximilian Obersteller: “I suppose it began when I realised the connection between honest reporting, and consumer awareness. To me, this always trumps sensationalism.”
How does this interest tie into your online gaming habits?
Maximilian Obersteller: “I find that the online gaming community can sometimes suffer from a lack of transparency. My job is to bridge this gap, and one that I’m proud to embrace.”
What types of scholarly research have you contributed in the past?
Maximilian Obersteller: “I’ve mainly focused on iGaming, and the role of data analysis. These two concepts are actually more related than many have been led to believe.”
Can these findings be applied to content creation?
Maximilian Obersteller: “This is one of my primary missions. I constantly question how newer methods of data collection can be used to augment the transparency of online marketing.”
Moving on to the title of this interview, what’s the difference between data and information?
Maximilian Obersteller: “I’m glad that you asked. Data represents unprocessed facts. Information is data that has been interpreted to provide real-world insight.”
While this might sound a bit esoteric, how does knowledge fit into the picture?
Maximilian Obersteller: “Knowledge essentially represents information that can be applied within a specific context to produce a series of predetermined outcomes.”
What do you mean by “context” here?
Maximilian Obersteller: “Context is associated with the background details that vary between situations. Without tangible context, the majority of my online research would be a moot point.”
Can you provide us with an example?
Maximilian Obersteller: “Gladly. Let’s assume that an individual weighs 70 kilograms. When determining his overall health, types of context such as height are extremely important. This is actually how body mass index (BMI) is gauged.”
How relevant is information without any background context?
Maximilian Obersteller: “Not only is it irrelevant, it can be dangerous. Imagine loading a tanker full of petrol without determining the maximum pressure (the context) that the vessel can hold.”
Is this a common mistake that you’ve witnessed across the Internet?
Maximilian Obersteller: “Virtual tankers aside, I’ve seen this all too often throughout the content creation community.”
Do you believe that this is a conscious error?
Maximilian Obersteller: “Not necessarily. I think that many marketers have been taught to pay attention to volume, due dates, and the importance of SEO-friendly material. Unfortunately, they could still be missing the mark.”
So, you’re saying that training should play a critical role?
Maximilian Obersteller: “Yes, but the right kind of training. Although this might sound a bit esoteric, knowledge without context represents nothing more than a half-full glass of water.”
Are practices such as self-assessment before a piece is published worthwhile?
Maximilian Obersteller: “My background as a research assistant always stressed this habit. However, it’s also important to eliminate any type of confirmation bias that might otherwise skew the results.”
Considering how quickly online articles are now churned out, is self-assessment more challenging than before?
Maximilian Obersteller: “The dynamic nature of the online community waits for no one. This is why real problems can begin to emerge when discussing data without context.”
Might AI be able to assist here?
Maximilian Obersteller: “Possibly. But, I have to say that I’m not confident enough to recommend these automated algorithms; especially when dealing with important material.”
It sounds that you are decidedly against artificial intelligence. Would this be an accurate statement?
Maximilian Obersteller: “I’m not for or against AI. If it can serve a purpose, I’m happy to endorse this software. However, solely relying on these systems can result in grave research mistakes.”
Could the type of context also present an issue?
Maximilian Obersteller: “This isn’t an entirely unreasonable scenario. This is also why background research is so important. We should never interpret data in the wrong context. This is a sure-fire way to mislead the end user.”
You’ve said that data is never truly neutral. What does this signify in terms of content creation?
Maximilian Obersteller: “As data is always collected for a purpose, some have said that it’s never neutral. In other words, it is always associated with a specific context.”
What future trends in context-based digital marketing do you see coming to light?
Maximilian Obersteller: “I see publishers vetting articles to a much greater extent. While this is good news, the creators must also take on a more proactive role.”
