Chapter 3:

Defining the problem

Penn Jillette did a great sketch in their show "Bullshit!" about how people see numbers. We won't go into the details, but the essence was that we don't actually use numbers that much. Instead, we quantify amounts in more understandable measures: a few, some, a bunch, a load, a shit-load and we are sure that this is similar in almost any language and it applies for many other physical measurements like weight and height.

It's easy to understand ten apples, even a hundred apples, but with the digital age, we're bombarded with so much pointless information that we assume we need a Carl Sagan-like brain to understand every single calculation.

When we lose interest, we become mentally disabled and we start making decisions that suck.
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Because of all the pointless information and the rapid progress of technology, we end up in a situation where we are now: Lost. This, we believe, leads to a problem: If we don't understand the numbers, we lose interest. When we lose interest, we become mentally disabled and we start making decisions that suck.

The reason we make decisions that suck isn't complexity. Neither of the authors are rocket scientists so we believe that anyone can do what were about to show you. We believe that it is only to do with the way most of us approach 'doing digital'. We don't have simple-enough techniques to make what we're doing understandable, and yes we, the industry, are not helping. We have been measuring user behaviour for decades, we have the tools that are packed full of a wealth of data and insights. Yet we suck at communicating what we find, communicating what were doing whilst also building a process to take action. This is what makes it hard.

Awareness is a by-product of good marketing.
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The proverb says that it is better to teach a man to fish instead of giving him one. We hope that by showing you a method you'll be able to apply what you learn to your own work. You know what a traffic light is for right? When its red you stop, when it's yellow you pay attention to either begin to slow down or speed up and when it's green it's full steam ahead. It's a universally accepted approach to directing traffic that works. That's what we hope you will learn to do in your business by applying our methods.

Before we go into this method we want to show you some of the suckiness that not having a method leads to.

If you liked this chapter, please recommend it to others.

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What's been said about the book?

"Data, data everywhere and yet all decisions from the gut!" That just about encapsulates why our marketing strategies are faith based, why our websites are barely functional ("the CEO loves purple!"), and why we are not making the types of profits we deserve. I love this book because Steve and Markus provide specific advice on how to unsuck our lives! Buy. Don't suck. Win.
Avinash Kaushik
Digital Marketing Evangelist - Google
Author - Web Analytics 2.0
In your face and a Must Read for beginner and expert analysts alike.
Jim Sterne
Founder - eMetrics Summit
Author - Social Media Metrics
Chairman - Digital Analytics Association

About the authors

We have a single goal together, to make our customers a billion euros in profit. This won't happen in one year, it might take five years, but we will not stop until we have generated a billion of provable profit for our customers.

We love meeting and talking to new people! Get in touch with us. Come have a pint with us! We are available for projects, especially in warm places with great fishing opportunities and/or great beer.

Steve Jackson
steve@blackbeak.com


+358 50 34 35 159
Markus Sandelin
markus@kingmuffin.com



+358 44 36 99 887