Interpretive Analytics
October 20th, 2008 by Simon HeseltineLast week for Toastmasters, I gave an interpretive reading of a section of Neil Gaiman’s “The Graveyard Book.” As I was preparing for this, I started thinking about how this applies to the work that we do at Serengeti Communications. I came to the realization that this is exactly what our Analytics team does on a daily basis.
Let me explain further: With interpretive reading, you have to get inside the author’s head, understand the motivations of the various characters, and how external factors have affected them and continue to affect them throughout the reading. You work to understand the flow of the plot, and identify those parts of the reading that you need to highlight through your messaging (tone, pauses, speech pattern, etc.) - in order to really sell the plot.
With analytics, it’s exactly the same. Our team gets inside your site (you can imagine a matrix-like scene at this point if you’d like), and through the data…understands how your users get to your site, what they do once they get there, and what motivates them to place an order? What part of the process has a leakage issue? Where should the selling point be? How are the users responding to the current messaging?
As you can see, quite a lot of similarities. So, if you’d like an interpretive reading on your site, you know where to go.
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