Tag: analytics

Remember to look for the gorilla

Not a sentence I ever thought I’d be saying to a room full of people at work. But I did. Let me explain…

Sanctuary is implementing a new company-wide computer system (SAP) and I’m project managing the process of moving the data we have in our current computer systems over to our new one.

Man in a gorilla suit holding a banana
Can you see me?
Image from Costume Craze

Once the data has been moved over to SAP the business needs to check that what they thought had moved actually had moved, and that any financial balances are still the same. Basically that we haven’t gained or lost a few million pounds during the migration and that what we know to be a house in our existing system hasn’t magically become a garage in SAP. This process is called reconciliation and validation.

Last week my team and I presented this concept to the business. To keep it simple and get the key messages of: 1) this is really, really important and 2) you need to know what to look for when you’re reconciling and validating, we used this clip as the opener:

 

In the clip you’re asked to concentrate on how many basketball passes the team in white make, but a few seconds in to the game a gorilla walks across the screen, giving a little wave on his way.

About half of the audience completely missed the gorilla. They got the number of basketball passes right and had they been asked to spot the gorilla I’m sure they’d have seen it. If they’d known to look out for it, it would have been blindingly obvious.

So the point was, if you know what checks you need to perform on your data, what questions to ask, what to count, you’ll be more likely to find problems, whereas if you go into the validation process with little thought, you’ll miss the errors.

The same can be said for all things marketing and digital. When you’re proof-reading copy or checking print proofs you should be following a tried-and-tested process that will support you to find mistakes. For example when I proof-read I look for one type of problem at a time, so first I check sentence structure, then I work through the copy again and look at spelling.

With any Analytics programme you need to have an idea of what you’re trying to measure and why, before you start measuring it. A collection of numbers of site visits, bounce rate, or Likers is just a collection of numbers but if you’ve thought about its value it becomes insight which enables you to make more effective marketing decisions.

So remember, always look for the gorilla. Have some idea about what you’re trying to find before you start looking for it.

 

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