diamon-tweezer

Digging for Data Diamonds

  |  July 4, 2013   |  Comments

Be careful that you start with the proper type and the highest quality of data before you begin slicing, dicing, polishing, and mounting. Otherwise, no recipient will be pleased with your offering.

Rod Bryan has worked for Teradata, DoubleClick, PwC, IBM Global Services, and is currently a partner with Deloitte Australia. He is also one of those public speakers who commands all of the attention in the room. He is knowledgeable, excitable, forceful, passionate, and animated, and delivered an analogy at the eMetrics Summit in Sydney that works well on so many levels, we had to lean forward to catch it all.

Analogies are great - the human mind soaks them up like a dry sponge in a spring rain. The refreshing coolness of an analogy permeates the frontal lobe and hydrates the dusty cobwebs of inflexible membranes. A tenuous analogy can be as unsatisfying as an aerosol spritz of rubbing alcohol to a thirsty man while an excessively wrought analogy can be as inundating as a waterboarding session under a waterfall in a humid swamp in the rainforest. Clearly, getting the balance right is an art.

Fortunately, Rod Bryan is an artist. He presented to a riveted audience on the subject of diamonds: "Diamonds are a Data Analyst's Best Friend."

diamondpicHe could have stopped with: diamonds, like data, are much more abundant than you would imagine but difficult to turn into a thing of beauty. We all got that. It was a clear and crisp analogy that required no twisting or turning of the facts to see his point.

He could have simply equated the fine art of diamond cutting to the craft of data analysis. We would have nodded sagely as we thought of ourselves as rare individuals with superior talents.

Rod could then have wondered off into a description of a data capture and manipulation framework or a change management process or a vision of a data-integrated future. We would have been happy. Our thirst would have been quenched. But he was only getting started.

Yes, diamonds and data are not valuable in their raw form. They have to be mined and cut and polished. But, said Rob, they also need to be placed into a smart, well-crafted setting that shows off their beauty with pride. Enough pride and reverence that the recipient perceives a value that is not intrinsic.

diamon-tweezerThe real value of a diamond is the result achieved when offered to the object of one's desire. If the presentation is well-staged and the intent is honorable, sincere, and passionate, then the recipient will honor and cherish it.

Data must also be cleaned up, set on a pedestal, and presented in a way that suggests a bright future - and for all the right reasons. The value is then found in the decisions made based on the insights cut from the raw material.

Rod discussed conflict diamonds and paralleled them with the difficulty of extracting data from systems.

He spoke of how imperfections in diamonds - like questionable data quality - can obfuscate the industrial power they both have for affecting change.

sad-dogRod also made sure to communicate that it takes just the right circumstances to create a diamond out of carbon - much less than what his pet dog makes out of carbon after enjoying a bowl of dog food.

So be careful, he warned, that you start with the proper type and the highest quality of data before you begin slicing, dicing, polishing, and mounting. Otherwise, no recipient will be pleased with your offering.

If you ever get the chance to hear Rod present, do yourself a favor. He will leave you smiling and informed.

Images via Shutterstock.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Jim Sterne

Jim Sterne is an international consultant focused on measuring the value of the online marketing for creating and strengthening customer relationships. Sterne has written eight books on using the Internet for marketing, produces the eMetrics Marketing Optimization Summit and is co-founder and current chairman of the Digital Analytics Association.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Chinese Speaking Copywriter
      Chinese Speaking Copywriter (Agora Financial) - BaltimoreDo you speak Chinese? Are you interested in economics and finance or want to learn more...
    • Video/Digital Media Designer
      Video/Digital Media Designer (Confidential) - Delray BeachFull service corporate video production studio looking to hire a creative, and highly...
    • HEAD OF SALES
      HEAD OF SALES (OZONE MEDIA) - Santa Clarawww.ozonemedia.com HEAD OF SALES POSITION Reporting to the founder & CEO, Kiran Gopinath, the Head...