Category: Good Readz

[Nobrainnogain] “Big data” can cause me to slap you in the face

(..) With many companies still not using their current analytics tools to their full potential, asking them to process this new ‘big data’ on top of everything else is a tall order.

Vendors would be well-placed to reassess the use of the term in marketing communications. They may well be deterring potential clients with the use of the term.

Alternatively, they will have to engage in significant education efforts which move away from “vendor hype” and actually deliver true understanding to their clients and prospects

via Econsultancy (read full article)

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[Choose] Blueberry pancakes and battleships

(…) The typical professional services company, on the other hand, is a lot like a blueberry pancake. While there’s an essential support team, the firm is all about blueberries working in parallel. Each blueberry can work independently, and sometimes they even work on projects that might have conflicting outcomes or views of the world. I don’t care how many people report to you. I care about how connected and how brave you are.

As the firm gets bigger, it doesn’t get thicker. You don’t make a better pancake by making a thicker one. You make a better pancake by hiring ever better blueberries.

via Seth’s Blog: Blueberry pancakes and battleships.

[People vs Tech] Teens’ Coded Language is Latest Challenge for Facebook’s Ad Algorithms

Facebook makes money by showing its members ads targeted based on what they reveal about themselves whilst using the site. But research from Pew Internet published this week shows that many teenaged users of the site deliberately hide what they’re really talking about using coded language and images. It’s a practice teens use to take control of their online privacy, but also one that could make pitching relevant ads at the group more difficult.

Pew found that some 58 percent of teens intentionally use inside jokes or obscure references to conceal what they’re talking about, with older teens doing it more than younger teens. Microsoft researcher Danah Boyd has studied this activity for years – she calls it social steganography and says its becoming more common – and wrote a response to Pew’s new research in which she explains the practice

Read full article via Teens’ Coded Language is Latest Challenge for Facebook’s Ad Algorithms | MIT Technology Review.

 

[Good Read] Pragmatic marketing vs. hype cycles and false dilemmas – Chief Marketing Technologist

There’s a common fallacy known as a false dilemma or false dichotomy. It’s where you’re artificially presented with a black-and-white, either-or choice: you’re forced to choose between all of one or all of the other. “You’re either with us or against us!”

It’s a fallacy because, most of the time, you’re not actually constrained to just those two choices. There are many great options in the middle — and often even more outside of that narrowly framed continuum.In modern marketing, however, I’ve been noticing that more and more issues are being framed as black-and-white, either-or choices. We seem more ready than ever to take a new idea and either reject it completely or embrace it to the point of absurdity. The “reasonable middle” seems to get relatively little voice, even though in most cases, a balanced approach is optimal.

via Pragmatic marketing vs. hype cycles and false dilemmas – Chief Marketing Technologist.

[Shave the Yak!] Effortless fitness apps & design by simplification

This is a Yak... try to shave thatThe problem with a lot of fitness trackers is that, for all their gorgeous product design and supposed simplicity, they still provide an excuse to shave the yak instead of actually start exercising.
“Shaving the yak” means completing an endless series of preliminary steps before you “can” do what you actually should be doing in the first place. It’s basically procrastination by other means.

The solution: radical simplification. Many so-called “features” simply got the axe. “The ideology is to keep the app really effortless, and that’s why we dropped user accounts, manual adding of exercise, and some other features,” Karjalainen says. “This has served us well–our users are saying that Moves is such a great app as ‘it asks so little, but gives so much.'” (By running in the background, Moves will deplete your iPhone’s battery faster than usual, but not by much.)

Designer Craig Mod called Moves a true “minimum viable product”, and he’s right. There isn’t much else you could strip out of Moves and still have it meaningfully function. But that’s the point. It’s not there to “do stuff,” it’s there to get you to do stuff. According to Moves, I walked 15.5 miles last week and biked eight. It doesn’t sound like much, but it’s more than I was doing before. And I didn’t have to shave any yaks in the process.

via An Effortless Fitness App That Will Get You Moving | Co.Design: business + innovation + design.

ps: I’m just posting this ’cause I’ve discovered the “shave the yak” expression and I love it