Data may not lie, but people’s selective interpretation of data can significantly change the stories they tell with data’s support.
Take this piece of analysis from the IDC, “the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications and consumer technology markets”:
Despite beating Wall Street expectations in terms of shipment volumes, Apple’s share in the worldwide smartphone operating system market posted a year-over-year decline during the second quarter of 2013 (2Q13). Meanwhile, Android and Windows Phone both managed slight increases during the same period. “The iOS decline in the second quarter aligns with the cyclicality of iPhone,” says Ramon Llamas, Research Manager with IDC’s Mobile Phone team. [from here]
Now, let’s look at the actual data:
Of course, what the IDC notes is true – Apple’s share has declined by 340bp over the past 12 months – but the important part of the story they’ve chosen not to highlight is that Apple’s shipments still increased by 20% during the same period.
My interest here is not whether iOS is going to beat Android though; I’m merely concerned with this skewed representation of an important story.
As with all propagandata, it’s another case of “torture numbers and they’ll tell you anything.“
Always question what the numbers really say, not what the presenter chooses to highlight.
Barry Feldman contacted me a while back to ask about my experiences with SlideShare.
We’ve had well over 1 million views on our We Are Social SlideShare account, and it’s become a cornerstone of our marketing, so he was curious to know if I had any tips on what makes a SlideShare deck ‘dazzle’.
Barry also collected tips from a number of his favourite SlideShare contributors, including the wonderful teams at Slides That Rock and Marketing Profs.
He collated these tips in this insightful post on the SlideShare blog a couple of days ago, but I couldn’t resist turning those tips into a deck of their own.
So here they are, uploaded to SlideShare in a (hopefully) dazzling deck of their own.
And true to the tip that I offered Barry, you can download the complete deck by clicking this link.
Published November 8, 2011
inspiring thoughts , Marketing
Tags: advertising, brand strategy, classics, communications proposition, creativity, Dave Trott, engagement, fresh perspectives, Marketing, planning, simplicity, strategy, Talks
Dave Trott is a true master of common sense: he has a knack of explaining things you (thought you) already knew, in ways that help you understand them in a totally new light.
I learned so much from this talk he gave a while back at the APG that I feel compelled to share the whole thing here.
It’s an hour or more long, but make time to watch it all – sit down with a drink and give it your full attention.
And take notes – I guarantee you’ll want to refer back to things. I took so many notes, I ran out of space in my notebook.
Take it away Dave.
Part 8 [there doesn't appear to be a part 7]
Thanks very much to Gwen for introducing me to this great talk
Innovation doesn’t come from following instructions.
So stop waiting for someone else to tell you how to do it.
Stop looking for the manual.
And stop asking for permission.
Just get curious, take the initiative, and learn from your experiences.