Tag Archives: Strategic management

May 31, 2016 · 11:10 am

GIGO

The Memorial Day weekend gave me a little time to get caught up on some reading. Some of what I was reading were analytics reports (I know – get a life) and while I very much appreciate the cycle of continual improvement Google fosters within their analytics product, that cycle yields a continuously growing amount of data. The problem that I have isn’t so much understanding what I’m reading but trying to figure out why any of it matters to my clients. I also spend time figuring out which of the numbers are lying to me. 

It’s no secret that there are an awful lot of bad actors in the digital world. Once it becomes clear how fraud is detected those bad actors move on to another form. If viewability is important, they create sites where there is 100% viewability but no content of any value. I had a client get all excited about an increase in referral traffic until I pointed out that most of that traffic was coming as a result of referrer spam. When we filtered it out, traffic was flat. Another prospect got excited by the large “stickiness” – time on site and pages viewed – that her site has. They were impressive until you filtered out the IP addresses of her employees, who spent hours a day on the site.

Silly things, I know, but it points to a common problem. An IDG study of a couple of years ago pointed out that nearly half of marketers said they struggle to make sense of the vast amount of data they get. The other half thinks they know what the numbers mean, yet many of their plans are built to achieve unrealistic metrics. The problem is compounded by what the paper identifies as the accuracy problem I mentioned above:

Why is data accuracy still such a big issue? One possible reason is a lack of investment in a defined data management process that includes ongoing, consistent data migration, data maintenance, quality control and governance. Too often data is held and managed in multiple organizational silos. This results in inconsistency, duplication, gaps and errors.

So while “garbage in, garbage out” isn’t a particular revelation, it does serve as an excellent reminder to take out the trash as best you can while compiling all of that data.  You with me?

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May 20, 2016 · 8:49 am

Bringing The Heat

This Foodie Friday, let’s bring the heat.  Specifically, let’s talk about hot peppers.  Many people, myself included, enjoy spicy food.  The problem with cooking food that brings the heat is that what’s hot to me might not be hot enough for you.  Now that I think of it, the opposite is nearly always true – if I’m happy with the heat in a dish, chances are most of the folks for whom I’m cooking are going to find it hard to eat and enjoy.

This image shows a Habanero chile, which is th...

(Photo credit: Wikipedia)

This article from First We Feast summarized it nicely:

A 2013Technomic study showed that 54% of Americans prefer spicy sauces and dips—a number that was and likely still is increasing rapidly. Unlike so many other taste preferences, though, the growth of spice brings with it a prickly issue: How much heat can your tongue handle?

As it turns out research shows that tolerance to hot food is both genetic and a learned habit – you can train yourself to eat hotter food if you’re willing to go through the pain of doing so, and some folks have a head start based on genetics.  “Hot” or “Spicy” is really a subjective term even though a measurement standard exists that make it really easy to tell how much heat is in a dish. Scientists can measure Scoville units to determine how the capsaicin in a pepper or a dish registers as heat.  It’s an objective standard.  Which brings us to the business point today.

Too many of us rely on gut feel – how we perceive things to be – rather than an objective standard.  What seems fine to us might be intolerable to our customers. There is little in business that we can or should do without measuring, even if we can’t test in advance.  That’s not to say that we never should put things out there based on our own tastes, but we need to listen carefully to feedback and be prepared to adjust the seasoning.  It’s fine to bring the heat in any product or business, but let’s remember that some folks can’t stand any heat and will go running from our kitchens if we’re not paying attention.

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May 13, 2016 · 10:40 am

What’s Your Bacon?

Foodie Friday, and our topic today is bacon. I’d encourage vegetarians and vegans to come back Monday because this is about to cause you to sound like Colonel Kurtz: “the horror, the horror…”

English: Uncooked pork belly bacon strips disp...

(Photo credit: Wikipedia)

I was making supper last night, and as I was rummaging through the fridge I noticed an abundance of bacon. That’s neither unusual for me nor bad, but I guess these unopened packs had been sitting around for a while and the expiration dates were approaching. I had planned some shrimp and mushrooms but good cooking is nothing if not adjusting on the fly, so the shrimp were dry-brined and wrapped in bacon. The mushrooms became stuffed with a cheese and bacon mixture. What’s one to do when he finds a pile of cheese and bacon left? Poppers, of course, since there were some jalapeños sitting in the veggie drawer (yes, I do have one of those).

Somehow, two pounds of bacon got used up. The shrimp and mushrooms, which would have been fine regardless, were way better because of the bacon. It reminded me of the time my crew went to a rodizio for lunch and were stuffed to the gills on meat when yet another server came by. We asked what he had – “turkey.” No takers. “Wrapped in bacon.” Everyone had some.

What does this have to do with business? Simple. What’s your bacon? What are you adding to everything you do to make it even better? Where is the value-added that represents you going the extra mile and doing something special?  Wired and Food Network did a little study in which they

compared the ratings of all the recipes that fit a certain description-—sandwiches, for example. Then, we calculated the average rating for those foods if they did not include the word “bacon.” We ran the numbers again using only recipes that did include bacon. The results were pretty great. Of all the foods we analyzed, bacon lends the most improvement to sandwiches.

The addition of that one special thing made the reviewers feel more positively about the product.  So what’s your bacon?

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