Behavioral Insights #19: analytics culture, A/B testing pitfalls & Adele 🎵
Behavioral Insights.
Your weekly dose of customer behavior data, insights and inspiration to kickstart your week.
Hi , here is what I have been reading and found interesting. Enjoy:
News & opinions
Who should own data analytics in a company? It depends of course, here is an outline of four suitable potential models, each with its own pros and cons.
Analytics culture: some practical steps to building such a culture, from Gary Angel. Great article.
Trust vs skeptics: "... we should trust the data, but we also need to know how the data was collected, what errors might be inherent in the data collection methodology, and what limits there might be to interpreting the data. This should be part of everyone’s mental toolkit." Believe data
The Automation Paradox: when computers start doing the work of people, the need for people often increases.
WhatsApp is completely free now. Is this the start of advertising? "The answer is no. Starting this year, we will test tools that allow you to use WhatsApp to communicate with businesses and organizations that you want to hear from. That could mean communicating with your bank about whether a recent transaction was fraudulent, or with an airline about a delayed flight. We all get these messages elsewhere today – through text messages and phone calls – so we want to test new tools to make this easier to do on WhatsApp, while still giving you an experience without third-party ads and spam." Maybe 2016 will be the year of conversational commerce?
SEO is entering a new era: why you won't recognize SEO in five years.|INTERESTED:Would you also like insights in Dutch?:Yes please / ja graag|*
Centraal Bureau voor de Statistiek (CBS): verandert van degelijke leverancier van droge data naar een nieuwsorganisatie die inspeelt op de trending topics. Is dat wel goede koerswijziging?*|END:INTERESTED|*
Analytics
Common pitfalls in experimentation: 7 pitfalls shared by Colin McFarland from Skyscanner.
A/B testing results should be easier: "... help them make the decisions they need to grow, with a proper understanding of the risks and consequences." These are the only things your testing tool should tell you.
Decision making under uncertainty: Guesstimate - A spreadsheet for things that aren't certain: “The question isn’t if we can know something with complete confidence, but if there are gains to be made by better understanding it”
Data storytellers: "the perfect combination of data analyst and business strategist with a head for numbers, a keen mind for business strategy, and ace communication skills". Why you need Data Storytellers?
Making extreme numbers resonate, because data can be so abstract: three examples of visuals that make numbers easier to grasp.
Public datasets: "It’s tough to access data. It’s tough to understand what’s in the data once you access it. We want to change this. That’s why we’ve created a home for high quality public datasets": Kaggle Datasets.
Data
87 days: how long it took Adele's "Hello" to get 1 billion views on YouTube (in comparison: "Gangnam Style" needed 158 days)
75 million Netflix subscribers: up with 17 million in 2015 *|INTERESTED:Would you also like insights in Dutch?:Yes please / ja graag|*
30.000 Nederlandse webwinkels: dat is een verzesvoudiging ten opzichte van 2007
Maar webwinkelen heeft nog niet het straatwinkelen vervangen: 15 feiten over het shopgedrag van de Nederlandse consument*|END:INTERESTED|*
And to wrap it up: ever needed visuals of popular devices for designs or presentations? Facebook just released a collection of free resources.
And as always ... Have a great week & do you know someone who should receive Behavioral Insights but doesn’t? Please do recommend it to them with the sign-up URL kevinanderson.nl/insights