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Analytics - When “What” Becomes “How”
By Kimberly Bock | April 15, 2008
“It is change, continuing change, inevitable change, that is the dominant factor in society today. No sensible decision can be made any longer without taking into account not only the world as it is, but the world as it will be.”
- Isaac Asimov
Analytics - Data mining - The “What” (Technical hoopla and all that jazz…)
Over time, as a professional services provider, SEO/M, or a new blogger trying to feel your way around the blogosphere, you will accumulate quantities of data.
This is referred to as data mining.
This data provides you with insight into predictive information, hidden trends, etc.
You’ll use this information to optimize your ability to target those who have the highest potential of conversion, to analyze the most appropriate keywords for your marketing campaigns, and for a multitude of other technical reasons.
Data mining is used by bankers that want to protect their investments by approving only those most likely to provide them with a satisfactory follow through.
It is used by health officials to assess the effectiveness of pharmaceuticals.
It is used by department store chains to get a better understanding of the behaviors of their customers and the persuasion (or lack thereof) of promotional efforts.
Suggested reading:
Data Mining: The Heart of Analysis - Search Engine Watch
Data Mining: The Heart of Analysis, Part 2 - Search Engine Watch by John Tawadros (from Mar 27, 2007, but still very relvant)
Analytics That Optimizes Conversion - The “How” (the fun stuff)
I’m referring to the copy that lures your reader to your suggested call to action.
Why does Gord Hotchkiss (Human Hardware: Dunbar’s Number) feel the need to analyze Dunbar’s Number?
It’s my guess that he grasps the importance of analytics of human nature, tendencies and make-up.
Yes it’s true that in the online social realm, ever slowly bleeding into our corporate realm..
“The world becomes our community as we erase geographic boundaries to connect based on shared interests and ideals. Whether your community of choice is Facebook, MySpace, Second Life or LinkedIn, it seems that we are rewriting the rules of friendship and acquaintance.” (as Hotchkiss puts it)
But are we using our technical analytical mindset to the point of overkill when it comes to our actual copy interaction with our readers aka potential customers?
Are we capable, from the perspective of humanity and sincere empathetic level?
Can we even say that we are in tune with emotion, empathy, compassion? Drunkenness, revelry, disarray? mentally ill, religious, politically correct?
Analytics on this level also entails experiencing, through imagination for content creation that may need to address the minds of various personality types such as a hard rocker that has his head shoved in beer glass that needs the best set of headphones that $9.99 will buy. A cowby that rides the wild wild west herding cattle that dreams night and day of finding that perfect saddle made especially for those with a narrow stride? Maybe little Suzies 82 yr old grandmother has needed a reliable wheel chair that is more comfy, convenient and affordable?
If you are constantly performing technical analytics, but are avoiding your human analytics, you are missing out on the best damn conversion copy creation tool on the market. This is most difficult to perform if you are not in touch with your own human side due to being a tech perfecto that can design the next generation of web analytics tools, but can’t write the copy that will sell them. (more reading on copywriting)
Analytics is trial and error. So is the way of life. We use our little tools, graphs, and spreadsheets to apply a biased understanding as best as our imperfections will allow, we implement our little campaigns with our fingers crossed, and we sit back and pray for positive results, sometimes to our dismay.
The next time your seeing all the right numbers, the supposedly perfected copy, and the traffic flowing smoothly yet only a speculation of conversion as compared to taking mama to the shoe store just remember:
“A subtle thought that is in error may yet give rise to fruitful inquiry that can establish truths of great value.”
- Isaac Asimov
Until later, have fun learning SEO!
Tags: analytics, data mining, research, copywriting
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