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Less is the New More - Adam Ware - WebVisions - May 2011
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Less is the New More - Adam Ware - WebVisions - May 2011



Published in Technology , Economy & Finance
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  • Growing faster than Mooreslaw
  • What do Twitter followers do for the businesses bottom line? You can’t answer, then why are you focusing reporting on them? Not talking ROI, though that is great if it is there, but in general.
  • ActionableIt is clear the source of the problem or necessary actions when the metric goes up, down, flat or off-target PROBLEMS:It is too broad for specific groups to impact (e.g. customer satisfaction).Focus on absolute measures rather than changes (e.g. total sales vs. change in sales)Common interpretationPeople in the organization recognize what the metric meansPROBLEMS:It uses data definitions that aren’t well understood (e.g. leads vs. prospects).TransparentHow the metric is generated is sharedPROBLEM:Attempting to create a compound simpleand easy to understandmetric that combines a bunch of factors calculationAccessible, credible dataThe data can be acquired with modest effort from a source that people trust.PROBLEMS:Pursuing the perfect metric that is hard to gather rather than using a close proxy.Throw out a metric, and see if anyone notices it’s absence!
  • Do you need to know fans, followers, and subscribers separately?


  • 1. Less is the New More
    Adam Ware
  • 2. Everyone’s Dilemma
    An overarching problem collecting, organizing, reporting on, and analyzing data
    Photo credit:
    Adam Ware | @wheresitworking #somuchdata2
  • 3. How Did We Get Here?
    Three contributors to the growth of “internet” data:
    Speed (real-time data)
    Scale (unprecedented processing power)
    Sensors (many new kinds of data)

    2002: 5 EB of Data > 2009: 281 EB of Data
    That’s 5600% growth!
    Photo credit:
    Adam Ware | @wheresitworking #somuchdata3
  • 4. Digital Marketing Data is a Mess
    The problem is exacerbated by:
    Most (or all) metrics not being aligned with business objectives
    Disparate data sources – website, social, mobile, CRM, etc.
    Photo credit:
    Adam Ware | @wheresitworking #somuchdata4
  • 5. How do we overcome it?
    Photo credit:
    Adam Ware | @wheresitworking #somuchdata5
  • 6. Ask: Do the Numbers Even Matter?
    Reasons why they might not:
    Brand values
    Overarching business strategy
    Photo credit:
    Adam Ware | @wheresitworking #somuchdata6
  • 7. Look at the Few
    Isolate metrics that matter; make sure:
    They are actionable
    They can be commonly interpreted
    The calculations are transparent and simple
    The data is easily accessible and credible
    Photo credit:
    Adam Ware | @wheresitworking #somuchdata7
  • 8. Aggregate Metrics
    Would it be less valuable in aggregate?
    Be broad, but be comprehensive
    Helps avoid uncertainty, data-doubt, etc.
    Photo credit:
    Adam Ware | @wheresitworking #somuchdata8
  • 9. Image: Planetary App
    Visualize It
    A visualization is can be worth a thousand metrics
    Use best practices, but utilize unique visualizations
    “Data visualizations will become the new interface to your computing experiences”
    Adam Ware | @wheresitworking #somuchdata9
  • 10. Image: Planetary App
    What are you doing about it?
    Adam Ware | @wheresitworking #somuchdata10
  • 11. Image: Planetary App
    Marissa Mayer at PARC
    KISS Metrics: You Vs. The Data
    Richard MacManus on Data Visualizations:
    JUICE Choosing the Perfect metric
    Adam Ware | @wheresitworking #somuchdata11