avin narasimhan

often rambling, but hopefully always interesting

Posts tagged statistics

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#greatpresentationsof2010: The Awareness Fallacy

 
Caught this interesting pres from Mark Lester earlier today (via Propagation Planning by Griffin Farley). Smart and concise, it directly addresses the issue many of us have with the over reliance (both on client side as well as agency side) on awareness as a key measure of success. I’ve always felt like this was a tremendously limited metric (and part of a larger, flawed process ie the ‘purchase funnel’), even more so today, but I’d argue even in the old days when advertising fell into neat buckets and most people found out about new brands or products in more or less the same way. I’ve never really bought into the idea that human beings are such simple machines who follow a nice, linear path from awareness to purchase. It’s a bit more complicated (and more interesting) than that, and this deck does a nice job of exploring that complexity quickly. Particularly like the last section around the way many marketers and marketing research processes confuse the relationship between attitudes and behavior, summed up nicely with this chart:

Full pres is definitely worth a read to help get your brain working again after the holiday weekend.

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Filed under awarenessfallacy creativity deathofpurchasefunnel greatpresentationsof2010 innovation marketingresearch measurement metrics statistics whatsnext

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Infographic: Brands With The Most Social Employees

Interesting bit of data (and visualization) from Flowtown. Guess it’s not all too surprising that Microsoft checks in at the top spot given the size of their workforce and the obvious connectivity (in fact I’d be surprised if their employees weren’t at least somewhat connected and networked).

Would be even more interesting if we were able to see this broken down by dept or function. Is it all marketing folks tweeting and trying to make sure their social profile is up to par? Or are customer service, PR, operations, sales etc also engaged and using it to drive business? Social employees is one thing, but social employees who are actually empowered and using their activity to engage customers and potential customers would say quite a bit more about the company and it’s culture.

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Filed under community connections culture data datavisualization infographic research socialbrand socialweb statistics visualweb whatsnext

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Infographic: trends in job losses, from 2008 to today

I’ll resist going into any additional political commentary, and just let this speak for itself. As Fast Company rightly puts it, “sometimes a strong, simple infographic says more than words can”.

Not all pleasant, to say the least, but a good sign of where things are going.

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Infographic: overview of our floral economy

I seem to be on an infographic kick lately, but I suppose that’s not a bad thing. Nice one here by the awesome folks at Mint, appropriately right as we head into the weekend of that Hallmark Holiday everyone either loves or hates, with little in between.

Not all of it incredibly surprising but there was one bit that I found intriguing— in the 4th graph (v-day activities), household participation in buying gift cards is almost as high as buying flowers. Really? Doesn’t exactly scream thoughtful, does it. Would be curious to see how this has trended in the past few years. Perhaps a broader sign that people are less and less willing to put as much thought into the occasion?

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Data Visualization: facebook at age 6

Awesome infographic pulled together by the always smart @msaleem showing not just how much facebook has grown but also how pervasive it has become in the daily lives of so many.

One stat tucked quietly away near the bottom of the graphic is one that I’ve always felt was overlooked by many brands and marketers— 3.5 million events created per month. Often it feels like facebook is treated as a silo that exists only online, but the potential for creating interesting experiences offline that start on facebook is tremendous. Offline and online are increasingly the same, just facets of life, so makes sense for brands to start treating them as such.

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Filed under branding brands community connections culture data datavisualization engagement facebook infographic research socialweb statistics trends visualweb