CANDDi Blog

Cracking a nut? Use a nutcracker

Published 03 Aug 2011 by , CANDDi
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This may sound obvious, but when you have a nut to crack the best solution is usually a nutcracker. When it comes to technology though, we seem to lose sight of this simple guidance. We are much more likely to seek out an industrial nut-sheller than seek out the tool that we really need.

This may sound obvious, but when you have a nut to crack the best solution is usually a nutcracker. When it comes to technology though, we seem to lose sight of this simple guidance. We are much more likely to seek out an industrial nut-sheller than seek out the tool that we really need.

Nutcracker

This isn’t always our fault. Marketers - and I say this as one - spend their lives trying to convince us that only an industrial-grade nut sheller can truly fulfil our nut retrieval needs. That without all of the features of the Super-Hazelnut-omatic 3000, our lives will be filled with frustration and pain.

The reality is often the opposite: super-powered industrial scale tools need training to use, plus constant calibration and expensive maintenance. Sure it can shell fifty-thousand hazelnuts an hour but all we really wanted was a single nut.

Where am I going with this? It’s an analogy that I see applying to lots of fields, but I’m thinking most about analytics. The ‘nut’ we want to get to in this case is an understanding of the performance of our website - particularly with regards to how it helps us sell.

Most analytics tools on the market seem to offer endless options, configurations, and tweaks. And they give us absolutely vast amounts of data. But they don’t actually tell us anything about what’s really happening in a way that’s easy to understand. At least, not without extensive setting up and training in how to comprehend their output.

What we’re trying to build with CANDDi Prospect Analytics is a nutcracker: something that immediately and intuitively delivers the value you’re after.

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