Eight Stupid data myths: Marketers believe they'll be fired.

Large data, small data, any data

Over the last few months I've spent a lot of time interacting with some of the top marketers who come from three continents, some of them quite successful and some of them not too proud. I find that the latter usually has two common problems:

Some people who work in digital jobs do not use data at work at all. They deserve to be fired immediately, and I don't even want to talk to them. (Warm tip: 2013 years, if you spend less than 30% time processing data, then you are not a professional, successful "market Sir/Miss") Many people will use the data, but unfortunately with the wrong stupid strategy and indicators.

Of course, they will not be stupid. However, if the strategies and indicators they indulge in are clearly stated, the reasons for their failure will become apparent.

First, let's define what is stupid, and that is to distract you from the focus of your business, which can even have a profound impact--let the Boss fire you. If not reported? It's just not the hour. Let me expand the scope of the discussion from market indicators slightly to the myth of the data, I hope to use the following examples to tell you how to use the work of 30% of the time, unrestrained to ensure that the career soared.

Have you ever made the following eight data myths?

Instant Data Change your life. The bounce rate must be lowered. The "good" of the social platform really represents good. In the search results ranked first is the most successful search engine optimization. Lower the Click Cost (CPC) immediately. Give me a page browsing volume, the more the better. To！ Get the count of impressions (impression). Does not care about the user tendency, only cares about the population information and gives.

Are you excited? At least I am! So here we go.

1. Instant data Change your life.

Many people are dismissed for this reason. Not immediately, however, because people need to take the time to understand the financial losses of real-time data.

"No, I don't want instant data. "This sentence looks really stupid, as if someone wants to say that they don't love chocolate and God." I know you don't want to, but I want you to say no to the instant data.

I want to tell you: "What I want is not instant data, but timely data." Figure out how long it takes to make a decision, and if we make an immediate decision, we need real-time data, and if we take two days to make a decision, or spend 10 days changing the funding for the click Plan, we go into that data loop. 」

Timely, right time.

Why？ Because instant data is expensive, it is expensive from systems, platforms, data processing to reporting. In the end, a considerable amount of money was paid to analysts in return for questionable value reports. This is also a very luxurious approach in terms of policy-making. Imagine that you have real-time data, and you will make sure that the data is used in its own right and that it meets everyone's needs. As a result, the best (but notoriously impossible) situation is to indulge in planning-all the time planning. In general, after a few days "my goodness!" I can't believe I have data! or instant! Damn it! After that, their blinking eyes would lose their light, and then they began to ignore the data because they had no idea what the data was for.

Therefore, we should find timely data, which is a relatively inexpensive system/platform/data strategy. (And, remember, even the dumbest system in the world can now dime data a few hours ago, so when you talk about instant, the subtext is "no, the two-hour delay is too slow for me.") 」）

In addition, don't forget the company decision, who will contact the data analysis, and how long does it take to report? (For example: Data > Analyst > Manager > Director, Vice chairman, return the question to manager > Analyst Crazy > report to Director, vice President = 6 days)

The above two points of thinking, you can get promotion opportunities.

Note: The so-called "real-time data analysis" is a contradictory statement.
Note 2: It is important to note that real-time data is extremely useful, such as the artificial intelligence platform for Wall Street's automatic trading, if there is no human involvement in the decision-making process from data collection to action.

2. The bounce rate must be lowered.

No, you'll be fired within three months.

I love the bounce rate, which is a good indicator, but it's not a key performance indicator. The difference between a key performance indicator and a common indicator is that the former can see your bottom line directly and the latter helps to identify the challenge of the strategy.

Bounce rate specifically find out where you are stuck: bad advertising ideas, scary landing pages, targeted ads, lack of action calls (call to action), and so on. When you measure the bounce rate, you'll find out what's wrong with the source (advertising, publicity) or destination (your site), and then fix the problem properly. The way you analyze the bounce rate, you'll learn how to do it in the future. It takes three months to reduce the bounce rate from 70% to an acceptable 30%. What's next?

Stop indulging the jump rate! To reduce the bounce rate, you have to do is make good ads, and then appropriate for the promotion positioning, and optimize landing page. The task of the Web page is to attract the right people to the pit stop, instead of walking around and leaving. That's good, the rest of the time please spend on other processes.

Starting from the right people, they may browse 12 to 25 pages to decide whether to buy or submit their intention. Concentrate on these difficult things and you can profit from them.

And sure, we need to lower the bounce rate, otherwise you're going to play Super Bowl like naked and you can't win. However, reducing the bounce rate does not mean you will win, focus back on the real game, which is really useful behavioral indicators, such as the number of visits per visit, visitor Flow report, indulge in "give up the purchase rate" and order average volume of goods.

This will kill your way out of the way to get a promotion because you are measuring no longer as a common indicator, but as a key performance indicator that has a direct relationship to your business performance.

3. The "good" of the social platform really represents good.

Oh, this gets you fired faster. To be honest, it is not long before management can discern how incompetent the "good" of the social platform is. The opposite book (Renren abroad) and business is worthless.

Why is the "good" quantity an indicator of terror? There are too many reasons, I cite an example to illustrate: There are two brands, respectively, mosquito-type company "pure drink" and market giant "Tide cleaner".

"Pure drink" has 300,000 praise good, and "Tide detergent" has 3.7 million, the difference is not very big.

It is not a good idea if the marketers of "tide cleaners" use good numbers to boast to their marketing directors. Fortunately, "tide cleaners" are not second-rate, they also pay attention to "users talk about" only 15,000, and "pure drink" there are 58,000!

Even if the "tide cleaner" is more than 10 times times as good as the book, the industry's giant is four times times less active than the "pure drink" David (the boy who brought down the Giants in the Bible story). The reason is that "tide cleaners" do not know how to do dialogue marketing (conversation Marketing), they repeatedly repeated the product photos, sponsors and advertising clips, relatively difficult to create the attractiveness of the brand. If Tidal cleaners are proud of their good numbers, they will never know the truth.

On the other side, the "pure drink" clearly understands what dialogue marketing is all about. (although it is a small company that is not entrepreneurial, to deal with lawyers/public/social media/advertising companies in a small combination) they can get hundreds of messages (dialogue rate), and thousands of comments praise (praise rate). The hundreds and the thousand are not parables, but figures of reality.

(Note: At least three messages to correct my "pure drink" has 90% of the shares owned by Coca-Cola, I was fooled! Please use the new point of view to understand the above analysis, but I now have a better impression of "pure drink", because they can resist the influence of Coca-Cola market behemoth, and get rid of their face book strategy, independent generation of their own identity. As a result, "pure drink" fans are even better than Coca-Cola, even though the latter has more praise. "Pure drink", I'm sorry, I think of you as David, but I live in the big enterprise machine can still have this independent status and proud. It also proves that other big brands like P&g, Kraft, Pepsi and so on are still promising.

As a "market sir/Miss", you should not be superstitious to praise good numbers, because it only means saying "hello", more importantly, how to create business opportunities after greeting, the focus will be able to get applause. The impression of earning a goal = business opportunity.

4. In the search results ranked first is the most successful search engine optimization.

It's not going to happen. I think whether it's a big or small company and you want to search for a brand or directory name, their name will be the first search result.

As a result, many banknotes have entered the pockets of search engine optimization specialists, and have spawned various attempts to get to the top of search results. Unfortunately, successful people are always in the minority. As a real expert will tell you, the main reason is that search results are no longer standardized, but personalized. Allow me to even call it highly personal. Whether or not you log in to your account.

When I was searching for "avinash" (the original author's name) in Google, my Site may be ranked number one, because I logged into my Google account, the search engine to my search history, the computer's IP address together, of course, not to refer to the vicinity of the search, what happened in the field and other signals , presenting personalized search results.

However, if you search "avinash" for the first time, you will probably find unicorns, because search engines think Avinash is the solution to the unicorn.

For this reason alone, you should give up the idea of indulging in the search results first. Of course, there are many reasons to go on. For example, personalized search in fact not only refer to Web records, more include Youtube/vimeo (foreign Youku/potatoes), social list, image archiving, etc., we call it the Almighty search, and, do not forget to enter the keyword search ratio is far less than the long tail keyword, and the user very little input two words of keywords, They often enter a long short sentence.

In fact, we have a number of reasons to explain the obsession with several keyword search rankings is a bad decision. You can search your keywords to see if you want to. If your boss insists that your brand be ranked first in a few keywords, before reporting, use his or her computer to search for those keywords, and then a few more of your company's Web site, even if it is on the second page, when he/she searches, the first opportunity is much greater.

Do not see the search rankings as key performance indicators, there are many better in the world to protect the job search engine optimization indicators.

For purely SEO people, you can use the crawl rate/depth of target keywords (crawlrate/depth), links from external sites (and, of course, benign) and growth (or decrease) as an ideal entry point. Then slowly go to the site content or content category of the search traffic (these are the search engine optimization operations smooth evidence). By measuring the total number of visits and conversion rates, and then chopping or analyzing the combination of individual keywords, you can see the real utility. Master the quality of the short term, you can plan the quality of the long-term keyword through the index of lifetime value.

However, do not dive into the value of life at the outset, it is a difficult task, and gradually do a good job, you will get a promotion.

5. Immediately reduce the click Cost (CPC).

I really hate this (deep breathing).

I was pretty upset when I saw a company that used this single metric as a basis for Pay-per-click/Search-engine marketing strategies.

"The cost of our earlier marketing project was two two cents, and our goal this season was to reduce it to two dollars." "I've heard this kind of talk too many times, oh, my mind has this image: