It’s budgeting time. While that might not send out cheers of joy for your agency (as it sounds mildly better than a root canal) it should. The end of the year is an important time for businesses because they are beginning the process of setting budgets. To set a budget, companies review a department’s performance from the previous year. Companies in this process are also reviewing the performance of their advertising budget, and they will be looking for advice on where they should be putting their advertising dollars for the upcoming year. See where this is headed. Read more
My family and I love to go to our local farmers’ market here in South Bend. It is indoors, which means it is open even as South Bend heads into winter. There are the few things we love to pick up every time we are there like the locally produced beef sticks, but we really love just seeing what new foods are there each week we go. You can always tell what’s in season whether it be broccoli, asparagus, apples or whatever.
I was thinking while we were there the other day about why people liked to go to their farmers’ market over a grocery store. There are several reasons that people bring up regularly such as that it is fresher, that it helps local producers, that it is more environmentally sound, or that it is healthier. But, I wanted to add one more thing to the list of reasons. It is because that produce tells a story.
At the farmers’ market, unlike the grocery store, you aren’t just getting food. You are getting food with a story. You can ask the farmer over the counter about the produce you are buying and he will tell you all about the apples, why this year’s crop was great, and what he will be bringing the following week. The food at a farmers’ market is not only healthier, fresher, locally-produced, etc., but it is also carries a story. This story is powerful in getting people to purchase and purchase more.
Just think about the times you have gone to a farmers’ market. Who do you find yourself buying from, the grumpy-looking farmer or the one that is talking happily to customers? The reason you are attracted to the happy talkative one is because you assume they have a better story to tell. So there are even varying degrees to stories in the farmers’ market.
So how does this relate to web analytics? Remember, the story sells. Tell stories like the farmer at the market to get the buy from your boss or customers you need to launch your website and business to a new level.
I will be updating the blog at least once of week with tips, thoughts, insights, recommendations, videos, templates and tools to help companies and marketers better understand their data and the story it is telling. So please follow me on twitter and RSS as I continue to update the blog and website to provide new resources for anyone who needs to work with web data.