Tag Archives: thoreau

The Only Two Numbers That Matter

Everyone in business has heard talk about “big data.” It Takes 2!There is no question that we know more about our customers, their buying patterns, their media usage – heck, just about anything – than ever before. It’s easy to get trapped into micromanaging all that data which will overwhelm even the best systems and the smartest analysts.  So today I’m going to try to get you to follow some great advice from Thoreau:

I do believe in simplicity. It is astonishing as well as sad, how many trivial affairs even the wisest thinks he must attend to in a day; how singular an affair he thinks he must omit. When the mathematician would solve a difficult problem, he first frees the equation of all incumbrances, and reduces it to its simplest terms. So simplify the problem of life, distinguish the necessary and the real. Probe the earth to see where your main roots run.

He wasn’t exactly talking about big data, but he might have been.  In my mind there are really only two numbers that matter.  While I’m going to speak of them in web terms the reality is that they apply to every business as I will explain.  They are:

That’s it.  Multiply those two and you get a measure of success.  The first is how many opportunities you have to create a successful interaction; the second is the rate at which you do so.  That successful interaction can be a newsletter sign up, a sale, a social share of some content – you will need to define it.  Taking the number of times that successful thing happens and dividing it into the number of people who potentially might have done it (your traffic) gives you a conversion rate.  Simple!

You would be surprised how many of the analytics accounts I’ve looked at over the years haven’t set up goals, and without goals there are no conversions.  It’s not just web-based businesses that can do this.  Retail can count foot traffic and numbers of sales, for example.  Numbers of customer service calls with a successful (in the customer’s eyes) resolution.  Once you’re focused on measuring traffic and conversions, you can place everything else you do in marketing in those contexts.  More traffic without conversions is useless.  More conversions from the same traffic is fantastic.

Big data is great and I use it all the time.  As with all things, however, start with the simple, which often gets overlooked – the necessary and the real, as Thoreau says.  You agree?

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Filed under Consulting, digital media, Helpful Hints

Too Much Noise

I’ll keep this brief.

My head hurts.  There’s too much noise.  It’s everywhere. Email, RSS, Tweats, Friendfeed, etc.  Political noise getting in the way of the real issues.  Facebook noise stopping real communication.  There’s even noise about noise – search the Twitter stream for “noise”  – lots of folks are overwhelmed.

Maybe it’s given us all technologically-induced ADD.  Who can focus for more than a minute?!?!  Try and unplug – it’s like quitting smoking or drinking or any bad habit.  Your skin crawls, your mind races.  Your breathing speeds up, as does your heart.  “What’s going on?  What am I missing?”

Thoreau suggested that our lives are frittered away by detail.  “Simplify, simplify.”

Which is why I don’t post more than once a day and not on weekends – let’s give it a rest once in a while.

I love technology.  I love what the web has done to improve lives and give people the opportunity to grow beyond the boundaries of their physical communities and learning resources.  But PLEASE!  Don’t you hate when people use their cell phones loudly on the train?  Don’t you hate it when the TV in the next room is up too loud and you can’t read?  Don’t you hate it when the kid next door is banging on his (drums, guitar, clarinet- whatever) and you can’t think?  YOU wouldn’t make that noise!

So don’t.

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Filed under Huh?, Reality checks, Thinking Aloud