I can't remember if it was Oscar Wilde that said 'a cynic is one who knows the price of everything and the value of nothing', he comes up with most of these sayings...in fact if there is ever an English pub quiz question that starts "Who said.." it is a statistical fact that 77% of the correct answers will be Oscar Wilde 22% will be Winston Churchill
However more than a hundred years later it's still the case that the vast majority of people I encounter in my day to day working existence bang on about performance metrics based on quantity rather than quality
No more so is this the case than in digital - why, with all the cool kids who are defining the new wave of communications and marketing do they still define digital marketing opportunities in terms of old, outdated language?
Online video is the new big thing (but probably not by the time you've read this) —surely its time we started to re-examine how we measure consumer behaviour online. Virtually all current media metrics (especially digital) are agency created and driven solely by convenience, therefore its no surprise that they are based on quantity - numbers are far easier to measure and manipulate than words
Apparently close to 20% of all internet users globally visit YouTube daily, 400 million videos are streamed daily and there are over 200,000 uploads per day on the site - how come the best metrics we have for this phenomena are:
- Number of visits
- Number of video views (page view become video view)
- Number of video views per visit
- Number of video views per session
- Total viewing time
- Average viewing time
Now before I start ranting its true we are definitely in need of measuring videos more and more. However, I must say that the KPIs we see resemble a lot the the old world, more Bush than Obama and not very actionable.
The main question we get from our clients when it comes to videos is simply how watching them influences applications, registrations sales or profits...has anyone cracked that yet? Can you help?
Thursday, 12 February 2009
Sunday, 8 February 2009
Surely they should have worked this one out by now?
Every 18 months or so someone does a daytime TV taste test between Pepsi and Coke, they usually line them up against the store brands and guess what? The store brands usually win as they are half the price and that, friends, makes for a much better story
But sometimes Pepsi wins a taste test. Then so did Coke. How can that happen? Coke tastes better than Pepsi, and Pepsi tastes better than Coke.
What this shows, which we already knew, is that there is not much difference between Coke and Pepsi. Some people prefer Coke, some (like me)prefer Pepsi...yeah they are a client but first preference is for a can of Pepsi Max. However i would hazard a guess that most people do not have a preference.
But, I am mystified. Why do they even conduct taste tests? Do people really decide on what they drink based on other people's preferences? Don't they try both, and then decide for themselves? Or are people really sheep who will follow other sheep? That must be it.
By the way, they are probably cheating on those taste tests. They probably report only favorable taste tests, and throw out the unfavorable ones. See How To Lie With Statistics - by Darrell Huff (one of the best books ever written).
But sometimes Pepsi wins a taste test. Then so did Coke. How can that happen? Coke tastes better than Pepsi, and Pepsi tastes better than Coke.
What this shows, which we already knew, is that there is not much difference between Coke and Pepsi. Some people prefer Coke, some (like me)prefer Pepsi...yeah they are a client but first preference is for a can of Pepsi Max. However i would hazard a guess that most people do not have a preference.
But, I am mystified. Why do they even conduct taste tests? Do people really decide on what they drink based on other people's preferences? Don't they try both, and then decide for themselves? Or are people really sheep who will follow other sheep? That must be it.
By the way, they are probably cheating on those taste tests. They probably report only favorable taste tests, and throw out the unfavorable ones. See How To Lie With Statistics - by Darrell Huff (one of the best books ever written).
This is stooopid!
Those of you that know me also know i like nothing better than shooting pool with a jack and coke.
I recently came across Nottage Design’s G1 transparent pool table and this is the daddy of all tables.
Of course without doing any research and gazing at this beautiful construction, I couldn’t help but wonder how its possible to play a game without scratching the surface. This is where the Vitrik technology comes into play. The Vitrik surface is a patented transparent film that mimics felt, but doesn’t have adverse affects from chalk and humidity. Add in the visible ball return system and you have another level of excitement to support the $25,000 you’ve decided to drop on this baby. Although the surface has a pretty dense glass and the cutting edge Vitrik technology, I’d still think twice about attempting the jump shot!
More pics and video at http://www.nottagedesign.com/
I recently came across Nottage Design’s G1 transparent pool table and this is the daddy of all tables.
Of course without doing any research and gazing at this beautiful construction, I couldn’t help but wonder how its possible to play a game without scratching the surface. This is where the Vitrik technology comes into play. The Vitrik surface is a patented transparent film that mimics felt, but doesn’t have adverse affects from chalk and humidity. Add in the visible ball return system and you have another level of excitement to support the $25,000 you’ve decided to drop on this baby. Although the surface has a pretty dense glass and the cutting edge Vitrik technology, I’d still think twice about attempting the jump shot!
More pics and video at http://www.nottagedesign.com/
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