Liv la Chak pwofesyonèl pwofesyonèl dwe li

kouvèti moneyball

Kèk ane de sa bon zanmi m 'Pat Coyle, ki moun ki posede yon ajans maketing espò, ankouraje mwen li Moneyball. Pou yon rezon oswa yon lòt, mwen pa janm mete liv la sou lis lekti mwen an. Kèk semèn de sa mwen te gade fim nan epi imedyatman te bay lòd liv la pou mwen te kapab fouye nan istwa a menm pi fon.

Mwen pa yon nèg espò ... ou ka pa swa. Mwen raman jwenn eksite sou nenpòt ki kolèj oswa jwèt espò pwofesyonèl sof si li nan yon bon Stanley Cup. Si ou pa apresye espò men ou renmen nimewo, estatistik ak analiz, ou ta dwe toujou li liv sa a. Pòl Depodesta (karaktè li se Pyè Brand nan fim nan jwe pa Jonah Hill) se sèvo yo nan operasyon an ... k ap travay nan estatistik yo idantifye jwè sib ki baze sou pousantaj sou baz yo. Li pa enpòtan si li te yon sèl, doub oswa menm yon ti mache. Billy Beane se misk la ... Manadjè Jeneral la ki parye ekip li a ak karyè li sou lè l sèvi avèk stats yo (osi byen ke yon pratik komès agresif ki bay plis lajan pou talan) yo pran Oakland A a nan yon tras istorik genyen.

Mwen pa pral ruine istwa a pou ou, men isit la nan yon BECA. Oakland A a gen yon tyè nan bidjè a nan pifò ekip yo achte talan. Yo nan lòd yo fè konpetisyon, yo te bezwen yon lòt bagay - analytics. Endistri a bezbòl se jis tankou nenpòt ki lòt endistri, menm jan li te grandi nan laj, gwosè ak richès, konesans enstitisyonèl kouri fon. Pwoblèm lan se ke konesans enstitisyonèl la mal ... trè mal. Jwèt yo statistikman te genyen ak pèdi sou frape ak kouri, pa sou erè, kouri lakay ou oswa te genyen pa beefy, atlèt machwè kare. Reflechi sou pwòp biznis ou ak sipozisyon yo ou fè paske li te toujou fè fason sa.

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Pwoblèm nan nan Endistri Analytics se de-pliye. Pandan ke taktik maketing nou yo te evolye pi lwen pase sit nou an ak entèraksyon itilizatè te chanje dramatikman (mobil, videyo, grenn, sosyal, elatriye), lè ou ouvri sesyon an nan entènèt ou an analytics ou bèl anpil wè sa nou te wè yon deseni koup de sa. Lòt pwoblèm nan se ke gen konesans enstitisyonèl anpwazonnen fondasyon yo anpil nan endistri an. Tout dènye analiz ak mezi zouti ki itil yo ap devlope deyò endistri a.

Siksè pwofesyonèl Maketing yo souvan mezire sou pousantaj rebondisman, paj opinyon, fanatik ak disip ... lè yo ka gen absoliman okenn enpak estatistik sou rezilta biznis aktyèl la. Se vre ke erè ak homeruns ka chanje kou a nan yon jwèt bezbòl, menm jan yon foul gwo pajviews te kapab enfliyanse biznis ... men kesyon an se si wi ou non li nan yon endikatè pèfòmans ou ka enfliyanse dirèkteman.

Ki sa ki finalman enpòtan nan chak biznis yo tou de kondwi ak konvèsyon. Reflechi sou ki jan ou mete kanpe yon analytics kont. Premye kesyon an se ki domèn ou analytics pral enstale sou ?! Sa a mal kesyon tout ansanm, kesyon an ta dwe ki jan ou jwenn kliyan? Lè sa a, kesyon nouvèl la ta dwe kote ou jwenn yo nan. Ak konbyen ou ta vle grandi pa. Nan pwen sa, la analytics platfòm ta dwe ede kaptire chak stat epi ede ou konprann kiyès ki gen pwoblèm epi ki pa.

Chak analytics pwofesyonèl ta dwe li Moneyball epi transfòme konpreyansyon yo genyen sou yo ki jan biznis kondwi rezilta sou entènèt - si li nan yon sit èkomèrs ak lavant dirèk, yon piblikasyon entènèt ki pwogrè revni nan revni piblisite ki baze sou vizit, yon konpayi sèvis ki bezwen kondwi randevou, yon konpayi teknoloji ki bezwen plis Demo entènèt, oswa yon konpayi tou senpleman ap eseye enpak santiman an ak rive nan mak li yo.

Web analytics se yon pone yon sèl-Trick ... ap eseye anfòm yon zouti antik nan tout nouvo senaryo sa yo. Nou bezwen yon nouvo zouti ki kòmanse ak senaryo a epi montre nou kijan pou mezire siksè atravè nenpòt mwayen oswa platfòm.

3 Kòmantè

  1. 1

    Its a great story. Made a great book and fine movie. Its also not true. Beane inherited the core group of star players that put together his string of successful seasons. His teams have been noticeably unsuccessful ever since. 

    What Moneyball actually demonstrates is that building a brand in the media is only marginally related to actual performance. What is important is to create a novel and interesting narrative. The media will ignore any contradictory facts unless someone has a strong interest in disrupting that narrative.

    • 2

      Hi Granny,

      The book actually speaks to some of the pushback from the industry in the last chapter and provides some additional events to support its thesis.  It definitely seems as though Michael Lewis ruffled some feathers within the industry. I don’t doubt that the stats aren’t the “only thing” that drives a great team.  Teams like the Yankees dominated with some great coaches, great players that could perform in the clinch as well as a host of other amenities.  As for throwing the entire story out as untrue, I’m going to have to respectfully disagree with you. The Oakland A’s did utilize statistics to analyze players, and other teams admit to following their lead afterwards.

      Either way, it’s a story that’s relevant to business in general.  People often make assumptions instead of looking at the evidence in front of them.  That’s the moral of the story here.

      Doug

  2. 3

    A blog post about my two passions, baseball and social media? YES!

    The core of Moneyball is really about targeting undervalued assets to build success more efficiently. While everyone else was out paying for batting average, home runs and ERA, Beane was focusing on OBP. And the point many people miss is that Moneyball isn’t about building around OBP. It’s about building around an undervalued stat. Now that the league has caught on and OBP is more valued, Beane has to adjust.

    Same is true in digital marketing. Everyone says to spend your time and money on Facebook, Twitter and Google+. But maybe the undervalued asset is Pinterest, at least for your brand, and it’ll be a more efficient investment for you.

    So let everyone else blindly throw money around at home runs and batting average. You’ll focus on OBP (Pinterest). It’s all about market inefficiencies.

    Mèsi pou pòs la!

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