The psychology of data presentation is hugely important. Think about the High Street sale. Would you be tempted into a shop displaying signs like “Pay 90%!” rather than “Save 10%”? They both provide the same statistic, but have very different effects. - Peter Hull (in the comments on a talk by David McCandless on TED)
This is the reason we say we had a 2% response rate is because we are deathly afraid of saying we had a 98% failure rate. Doesn’t make it any less true. It’s also because we have not traced the right metrics to have something better to say at the customer level.
“These customers purchased for these reasons.” “They share these attributes.” “We influenced these kinds of customers.” “We retained these customers who might have been at risk.” “We focused on better and more relevant communications…”
Is it that we don’t want to talk about our actual performance so we bury it in metrics that are hard to understand at best or arbitrary at worst?
How can we make customer-level performance radically simple to understand? How can we make it clear for everyone, regardless of their role? How can we place the right context around it so that users can see what they need to, as well as the larger situation? I keep searching/drawing/testing/thinking, but I found this and wanted to share it.
Lovely to watch, and game changing. I think once our team of marketing users can interrogate the data, play with it, interact with it, they will. I am a geek though, I think this stuff IS interesting. I am thinking about how to help us see value in questioning our assumptions and experimenting with new solutions. I am trying to make what we present compelling enough to click a few buttons and see what one might learn. I am also open to suggestions, if you have any -c-
