That's Some Fucked Up Data - Did Marchex measure cursing or something else?

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A look at Marchex's study on profanity by state. This presentation is based on a guest blog topic of my choosing, which I was invited to write for Rags Srinivasan’s Iterative Path.

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That's Some Fucked Up Data - Did Marchex measure cursing or something else?

  1. 1. THAT’S SOME FUCKED UP DATA Did Marchex measure cursing or something else? By Robert Moss LinkedIn
  2. 2. You read the news
  3. 3. People in Ohio swear the most
  4. 4. And Radiant Orchid is the Color of 2014
  5. 5. A company few heard of measured some data
  6. 6. Marchex analyzed 600,000 phone calls of data placed to customer service centers and businesses across 30 industries
  7. 7. The calls were to cable and satellite companies, auto dealerships, pest control centers and others
  8. 8. Besides the majors, Ohio has many local cable companies
  9. 9. Yelp rating spread of one of those local cable companies
  10. 10. Car dealers? Local.
  11. 11. Pest control centers? Mostly local.
  12. 12. So does Marchex’s data truly reveal which state has the most potty mouths?
  13. 13. Or does it reveal which state has the worst customer service?
  14. 14. Or maybe there’s other factors to consider?* 2 3 1 Correlation does not equal causation*
  15. 15. Like poor nutrition.
  16. 16. A bad place to grow old.
  17. 17. And Bed Bugs. Cincinnati moved from #1 to #5 Columbus is #6 Cleveland/Akron /Canton is #8 Dayton is #11
  18. 18. Marchex found other states also curse like sailors
  19. 19. People in Maryland nd came 2 in swearing.
  20. 20. The Baltimore/ Washington D.C. metro area ranks the worst customer service and longest wait times.
  21. 21. Maybe Marchex’s research reveals something else?
  22. 22. That they came up with data to measure what generates lots of press about their company
  23. 23. If that’s what Marchex intended to measure, they succeeded
  24. 24. And I much prefer a good PR stunt than Radiant Orchid
  25. 25. If you could, how would you try to get Ohio to stop cussing?
  26. 26. If you could, how would you try to get Ohio to stop cussing? a) Wash Ohio’s mouth out with soap
  27. 27. If you could, how would you try to get Ohio to stop cussing? a) b) Wash Ohio’s mouth out with soap Make it easier for businesses to create jobs in Ohio
  28. 28. If you could, how would you try to get Ohio to stop cussing? a) b) c) Wash Ohio’s mouth out with soap Make it easier for businesses to create jobs in Ohio Get rid of bed bugs
  29. 29. If you could, how would you try to get Ohio to stop cussing? a) b) c) d) Wash Ohio’s mouth out with soap Make it easier for businesses to create jobs in Ohio Get rid of bed bugs None of the above
  30. 30. That’s why you should: a) Ask the right questions
  31. 31. That’s why you should: a) b) Ask the right questions Measure only what you can change
  32. 32. That’s why you should: a) b) c) Ask the right questions Measure only what you can change Not cherry pick data
  33. 33. That’s why you should: a) b) c) d) Ask the right questions Measure only what you can change Not cherry pick data Not confuse correlation with causation
  34. 34. Otherwise you’re only playing games with numbers.
  35. 35. Or doing a PR stunt, which is fine as long as you know the difference. If you liked this presentation, check out The Worst Migraine in L.A. - a PR stunt. Thank you. Robert Moss LinkedIn
  36. 36. This presentation is based on a guest piece I was invited to write for Rags Srinivasan’s Iterative Path. Photos courtesy of: Josh Bancroft Ones and zeros Chris Campbell Telephone Thomas Hawk Used Car Lot Cobalt123 Western Exterminator Samuraijohnny Complaint Grenade Brent Danley Doors Chrsisplymouth Emergency Stop Andy Carvin Forehead Lynn Kelley Author Number Kid Thank you

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