My wife always wonders why I never applied my craft to the analysis of sports. Well, it would be hard to answer questions better than Bill James does in this interview with baseball fans on the Freakonomics blog in the New York Times (FYI, here is Bill's website, if you're interested).
Using his logic, if analysis of multichannel and micro-channel customers were a baseball game, we've just moved into the bottom of the first inning in terms of our ability to understand customer behavior.
Think about the established metrics (valid or invalid) baseball uses to evaluate players. When a player comes to bat, the television screen instantly shows batting average, home runs, runs batted in. We know where the player bats in the batting order. Given the information, we set expectations for the outcome of the at-bat.
Now think about multichannel and micro-channel analysis. If you were given a segment of customers at a company that features catalog marketing, e-mail marketing, social media, and store channels, what are the metrics one would list on a television screen that would set your expectations for future performance of that customer segment?
Yup, we're in the bottom of the first inning when it comes to integrating Web Analytics, E-Mail Analytics, Catalog Response, Social Media Response, and Store Performance at a customer level.
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
April 09, 2008
Bill James, Sabermetrics
Subscribe to: Post Comments (Atom)
As usual, my summer schedule will dial back just a bit ... maybe three posts per week instead of five, sometimes four, sometimes more. And y...
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
Sometimes you think "people already know this stuff". Sometimes you realize that Google Analytics give smart analysts almost no op...
If you want to understand why clients don't trust vendors and trade journalists, read this little peach from a week ago: Direct Mail is ...
Post a Comment
Note: Only a member of this blog may post a comment.