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Data Marketing 101: New Directions. Infographics +Predictive Analytics

Excellent article by Shannon Byrne on how startups can use Infographics – good insights here. Check out http://thenextweb.com/dd/2014/08/18/data-marketing-101-startups-can-put-data-work/

Coupling Infographics with predictive analytics pushes the boundary here and I shared some thoughts – here is copy of my posted comments

Shannon. Excellent post. Thanks for sharing. Infographics is an exciting area and I see predictive analytics pushing the boundary further and opening new possibilities. For example as you say need to ‘mine data that’s helpful to your audience’ and you suggest several questions to address.
But suppose we mine data and use PA tools to identify drivers that are not known – predicting the ‘unknown-unknowns’ and showing these in Infographics provides exciting and powerful capabilities. For example, suppose you are showing attributes of your customers and show typical data, e.g., sales by region, sector, customer size and so on. But suppose you can also identify and show that the highest sales are driven by sales staff with certain backgrounds who sell to certain sectors. Or you identify and show how sales rank based on variations in the sales process; I.e., response to RFP, sales call center query, direct sales call, and so on.
Key point here- the relationships I suggested here and the questions to ask will be defined by the PA model not the Infographic data modeler- that is the real power of predictive analytics ‘technology and a concept still not fully understood by many.

In the healthcare sector for example, we use PA tools to optimize clinical treatments based on data going well beyond a patient’s condition and symptoms. Mining data using PA defines ‘ inferences’ and the rules between business metrics. Fast forward here and we can envision many exciting Infographic applications that will push the boundary enabling us to improve clarity and communications of complex and insightful business metrics

Paul B. Silverman is an Adjunct Professor in the R.H. Smith School of Business at the University of Maryland, former CEO of public and private companies, Managing Partner Gemini Business Group, LLC. He can be reached at paul@paulbsilverman.com or blog at http://paulbsilverman.com/blog/, or twitter at @globalbizmentor.

 

 

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PR/Advertising Lessons for Entrepreneurs from P.T. Barnum

Here is wisdom from circus showman P.T. Barnum I have often shared with early stage #entrepreneurs to reinforce the last point- end game here is to create short and long term sales-  the rest is ‘showmanship’ and important not to confuse this point. Also note the need to emphasize benefits to build on adv/promotion and actually close the sale (i.e.,”explain how much fun they’ll have spending money at the booths, answer their questions…”). Good counsel and insights here for early stage entrepreneurs.

“ If the circus is coming to town and you paint a sign saying “Circus Coming to the Fairground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks thru the mayor’s flower bed, that’s publicity. And if you can get the mayor to laugh about it, that’s public relations. If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately they spend a lot at the circus, that’s sales.

                                                                                                                                                                                P.T.Barnum

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