Data in everything

Data is the future creative gold. The amount of available data and the accessibility of data is currently creating a lot of new possibilities. And I hear data mentioned in almost any meeting now. For Advance Relations it is opening a door for them to move in as experts in data, since they have a strong understanding of how to use data to establish a relevant personalized 1 to 1 dialogue. And I learned recently that the largets agencies in the world are US Database companies. Not that size is a goal in itself. It just indicates where the market is going.

To be honest data sometimes seem a bit abstract to me, it's bits and bytes. Peter Stampe introduced me to a great presentation made by Dan Cobley, MD at Google UK: http://prezi.com/tfoibcor2ggc/final-iab-engage-everything-going-digital/?auth_key=f10657c352f3c4732298d7ed159dab2201077b0a

It really shows where you find data and how data can be transformed into viable digital solutions. And by the way, a beautiful example of a Prezi presso - a true benchmark.

Data can also be very simple. When I returned after HIMC, I received a mail from Sammy, the CEO of Triobike, a company that we as an agency own a share of, see www.triobike.com. Sammy was frustrated, because sales were down (or at least low) even though he had made a great initiative, having Triobike as the prize of a competition at a major "babysite" to create awareness. Sammy mentioned that he considered not doing sponsored activities like this again, because he feared that potential buyers would be reluctant to be buy, since they could win a bike. A good point and I almost agreed with him. Until I started thinking data. OK, 1 person is winning the prize, but what about the app 7000 people who signed up for the competition. And probably because they liked the product. The site owners had permission to mail the participants. Suddenly Sammy saw the potential, created a special offer to all 7000 prospects, thanking them for the interest they have shown, the site owners liked the idea of doing something for their customers and made a mail blast for free and did banners on their site as well.  I know it's not rocket sience and true CRM experts laugh by now - it's basic. But to Sammy (and me) it was a kick and a learning. It will be interesting to see how the new activity tracks.

This blog is data and the deeper you dive, the more data and understanding you generate and something you can react to.

Here are a few examples:

Number of page views per post

 It indicates what type of posts that interest the readers. But if you dig deeper and look over time (2 weeks) the picture changes and tell another story (the energy coefficient has the highest total number of readers). So you can easily get lost in data..

Total page views over time

This chart suggests that I should quit - declining interest.

Daily split of page views

And this chart indicates, that the succes depends on what I do to attract attention. The 12th in the morning I made an announcement at Fredagsmorgenmad and sent out an e-mail and the blog had the best tracking to date.

I could go on.

I'm officially a data addict and it's one of those addictions I believe to be healthy.