Follow the Money
March 24, 2009 at 5:35 am | In Lenses, Performance Analysis, Persona Behaviour | Leave a CommentTags: persona, transactions
FOLLOW THE MONEY, not the numbers may confuse some folks but there is a huge difference.
Numbers simply represent what happened, a story or event an intersection of many stories. Money, which represents value only when it exchanged, is only exchanged after something happens or the story unfolds.
While we generally think that stories travel quickly you should consider that money money travels faster still. This simple observation is evident as when you watch an exchange of value for money there are many versions of what happened. News stations report different versions, the Point of Sale systems and marketing systems of the buyers and sellers each report slightly different versions of the story, but the money has changed hands quickly and simply.
How does ‘Follow the Money’ help us succeed?
Consider that the story ‘closest’ to the money as it changes hands is the most accurate representation of what happened and why. As we get further away we know less. Typically by the time accountants and marketers get to analyzing the transaction it is a quarter or two later and we have to reconciled three or more versions of what might have happened depending on the perspective of the story we examine.
What can we do to Follow the Money?
Focus on the people and processes connected to the exchange of Money by understanding Persona Behaviour.
Cheers,
Nick
Microsoft Anhialates adCenter Analytics
March 24, 2009 at 5:22 am | In Marketing Performance, Microsoft adCenter, Performance Analysis, Persona Behaviour, Scenario Analytics | Leave a CommentTags: Analytics, performance, persona, Story, storyboard, strategy
Microsoft anhialtes adCenter analytics or as posted here Microsoft Kills AdCenter Analytics
This is HUGE as analytics acts as an on-ramp to adCenter–see the Story Lens where we make the connection between Story, Process, Software, Brand and Metrics/Analytics. Unless customers understand which words impact the Story to Analytics continuum they don’t know the most effective way to spend their money or event focus their attention.
MISSING LINK –> Search words uses change at a rate of 30% daily
WHAT NOW? –> Understand the Persona Behaviours and you will succeed by being in their ‘word proxity’
Word proximity means that they will understand that the search word combinations that you selected COMBINED with the story you have linked to the words will serve their needs BETTER than their other options.
PREDICTION –> Microsoft will buy another analytics provider, soon, whether it is Yahoo, Omniture or other…IMHO
Cheers,
Nick
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