A quick web search on the term “Dark Data” will give you chills. You’ll come across articles outlining its high cost and the security risk it poses, along with sensational statistics, like those quantifying 90 percent of all data as Dark Data. It’s understandably terrifying. But what exactly does it mean and more importantly, how can you use it to your firm’s advantage?
You’ve created great content, crafted a compelling call to action (CTA) and built a special landing page. But, do you still lie awake at night wondering if your campaign is bulletproof? Will users find your most valuable content? Will they engage sufficiently to become your next customer? It’s through the application of analytics by data detectives that you can determine if your new campaign is working hard…or hardly working.
Dream big? Start small.
We’ve all been there: an annual or quarterly meeting, a state-of-the-organization address, a corporate debriefing. Leadership carefully reviews where the company has been and boldly plots the course for where it will go. Visions are shared. Goals are set. Then, the rallying cry goes out to the troops:
Spying on People
Recently, a post went around Facebook wherein your kids answered questions about you. I decided to do this with my daughter and when we got to, “What do I do for a job,” she answered, in part, “You spy on people.” After collecting myself, I had to admit that, yes, in its simplest form, Web analytics is effectively “spying” on people—but only insomuch as an astronomer spies on the universe, a chemist spies on a reaction or a sociologist spies on a culture. It’s all about learning everything we can about an area of focus. In digital analytics, that would be user behavior.
Everyone knows the adage about Jack having no time to play and, thus, becoming less than sharp-witted. Yet, have you ever thought about how this saying might apply to your organization? "Work" and "play" are not mutually exclusive. In fact, work and play are nearly identical in both effort and action, with the exception of one key characteristic: fun.
Play = Work + Fun
So, what exactly is this magical thing called "fun," which has the power to transform a job into a joy?