A university in America conducted a study with 2,845 young adults revolving around humor. Their findings suggest that when one starts a cold introduction with humor, there is a 67% chance that the ice would be broken and you’d get a chuckle. This is dependent on the type of humor used and its relevance to the audience.
Using a Lion King reference to increase my odds (#33 on the Top Grossing Movies charts with USD968 million in worldwide box office sales) I estimate that a whopping 70% of you would read this, have a slight chuckle and maybe even sing the phrase out loud.
Note: Odds are increased if shared so let’s hit the KPI. #everyclientsrequest
My example above is flawed in many ways of course. But it does lead in nicely to the point of this article.
Data is key to understanding the physique of your consumers, maximizing reach, helps build meaningful insights to executions and establish a potential outcome. This should be the core of strategy development to ensure contextual communication.
Having said that, I feel that there is still a big disconnect as decisions are made based on urgency to market without consulting data. Instead, a decision is made based on some form of experience and/or a gut feeling. Not entirely wrong, but the importance of using data in decisions should not be substituted with a guess.
I know you understand this because you are constantly deploying data and learnings to make decisions for simple everyday tasks.
Take driving for example. Getting from point A to point B in the shortest amount of time is everyone’s ultimate goal in life. There isn’t an ambition to spend a minute longer than the 4 years of our lives that Waze estimates we will spend behind the wheel.
Add backseat comments like…
“Oi! Move to the fast lane la. It’s called the fast lane for a reason.”
“Why you take this road? The other one is obviously faster.”
“Pull over! Let me drive!”
…who wants to drive! 🙂
But there is always a reason behind our decisions and it’s actually based on the data and learnings of our journey. It could suggest that slow lanes sometimes move quicker than the fast lane. Taking it one step further, we might know at what point in the slow lane we should switch to the fast to hasten our journey. This is not because of a singular occurrence but more on the collection of data based on the frequency and 4 years of your life driving. #NoMorePointlessCarConversations
Another example revolves around hygiene as I am a stickler about it and hopefully, it doesn’t come off wrong. But I know it’s something a lot of you think about.
The selection of toilet cubicles.
Based on theory, the cubicle closes to the entrance is the most used. With that, the odds of getting a clean cubicle lies in the furthest. It’s human nature that we need space in our private time. Hence, skipping a cubicle is a natural selection. But with odd number cubicles, the last cubicle might also be undesirable. I can go on with this as you can tell but to get to the point, your best bet is always the 2nd cubicle. #YoureWelcome
In summary, if we can subconsciously use data to make mundane decisions, we should make a conscious effort to use data and formulate better strategies with weighted outcomes. With my examples, you would agree that there is margin for errors. And that’s a fact! Data doesn’t solidify or confirm a direction. Instead, it helps us theorize a logical decision to make.
“It is a capital mistake to theorize before one has data.
Insensibly, one begins to twist facts to suit theories, instead of theories to suit facts.” – Sir Arthur Conan Doyle, Author of Sherlock Holmes stories.
Haste and urgency makes us forego data and twist facts to justify executions with manufactured outcomes. We start to theorize if a RM50 off offer works better than a 50% discount.
Or if a pure product push garners more engagement as oppose to a creative approach.
Or if video works better than static.
And we make these conclusions without consulting already available data.
As a parting thought, I just read an article about a taxi driver in China and how he deploys a scientific method, based on data, to maximizing his daily earnings. He defines his daily operational cost and understands his customers to drive optimum earnings. He maintains a specific route around a CBD area because learnings suggest that the customers there have a tendency of travelling further due to their demeanor (yes, he has it down to a science in terms of how looks play a part) and also the simple fact that there aren’t any international hotels in the general vicinity. Hence, he maximizes time, efficiency and ultimately profit based on data and experience. #TrueUseOfData #BringsATearToMyEye
Data is a strong weapon if you know how to utilize it. It is the difference between being truly effective or pretending to be.
So…did you chuckle? And sing too? I need to collect data..