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If you're a Major League Baseball fan, you probably know about the infield shift.

When batters come to the plate, teams look at historical data about where those batters hit the ball.

Traditional baseball is played with two fielders to the left of second base and two fielders to the right.

The infield shift throws tradition out the window and positions fielders where hitters are most likely to hit it.

What you end up is seemingly-silly configurations like this one:



Traditionalists (who tend to be older) complain loudly about this shift in strategy.

“The game has changed. I don’t recognize it anymore,” they might yell.

But guess what?

It works!

Even with a shift in place, batters hit the ball where the data says they will. Most batters are stubborn and don't adjust their swing to beat the shift.

(In other words: SHIFT HAPPENS.)

Teams would abandon the infield shift if it no longer worked. It still works, so they keep doing it.

Here’s the analogy to marketing:

Use data to understand where to find your target audience.

Place your content bets in those places.

Position your infielders where the ball’s going.

-Dennis.

P.S. And as with baseball, throw tradition out the window and let data be your guide.