Demystifying the Data Dilemma

Andy Capaloff

November 17, 2013

Demystifying the Data Dilemma

Every sci-fi nut/Douglas Adams fan knows that the answer to life, the universe and everything is 42. Adams, it turns out, could have been predicting our Big Data problems when he pointed out that the reason for the unexpected answer was that the question was flawed. In his model, the super computer Deep Thought would analyse every piece of data ever produced in the universe to try to come up with this answer and actually, he showed that the more data you have, the crazier your answer stands to be if the question isn’t very carefully worded.

Data: Finding the small in the Big

I had my own Big Data experience many years ago with a former colleague. The man was a true genius and had more knowledge in his head than many could ever wish to have. He also had literally tens of thousands of pages of computer listings piled on desks and on the floor, and could somehow go to the exact sheet that had your answer…… if you asked the right question. I learned very early that you had to frame questions well and ask for exactly what you wanted, or you would either get no answer at all or worse, the one that you asked for.

So interrogating, and stepping back from that, gathering and compiling your data becomes a matter of knowing your processes in great detail. You are asking a computer, remember. It is no more capable of understanding nuance than was my brilliant former colleague.

From Conversation to Conversion, what data can you gather to help you convert more information seekers into customers? If your business is strictly web based and your customers have no need to be in your own geographical location:

Where are the bites coming from in terms of place, age, time-of-day?
As you progress people through your funnel, are you better at retaining some demographics and not so good at retaining others?
Does the dropout match or confound your expectations?
To which demographic and at what point in the process do you need to tighten your offering?

A few more questions:

Do you know how to see patterns in what might seem to be disparate Data elements?
Can you trace the paths of the personas you were seeking to attract?
Do you know how to create a persona for your unexpected successes and aim more offerings at that persona?

And perhaps most important of all:

Will you be able see the holes in your first in-depth data analytic and adapt your scope?
Do you understand that as the available data is forever expanding, you must always be nimble and react?

There really is no standing still here. It is an organic process that needs at least periodic attention to the numbers and a constant eye on newly available analytics.

This all said, the scariest thing about Big Data is that ‘B’ word. Just as you are probably doing in other aspects of your business; indeed, just as you automatically do in your every day life, manage your data in relatively small, clearly definable chunks. Big Data is actually lots of small elements brought together to create a broad picture. Focus on the small and build out from there.

Here are a very few takeaways:

Big Data need not be scary. Know how to hone in on the gems that pertain to you

Use your Data to identify which parts of your process need tightening and to react to your unexpected successes

You will not hit this out of the park in either your first or your second attempt so patience is key

Only a truly detail oriented person is going to have the knack for Data Analysis, so assign this task carefully

Anyone can present complex as complex, but it takes talent to present complex as simple.

More on this later. Until then, please send me your challenges when it comes to Data. And if you feel comfortable doing so, by all means let’s chat about me using your Data as a Case Study for a future article, your anonymity obviously preserved. I’ll accept two to four such offerings, depending on their size and complexity, and present you with a free Data Analysis. We all win!

(Image source: http://venturebeat.com/2013/02/24/why-everyone-needs-to-care-about-data/)

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Andy Capaloff

Andy Capaloff is the COO of Curatti. Prior to moving into the world of Content Marketing, Social Media Management and the day-to-day running of a Digital Marketing company, Andy spent over 3 decades in various aspects of IT. It is here that he honed his writing and technical skills, and his ability to ask uncommon questions.