My Mantra

Helping brands and leaders be more influential
by embracing their humanity and personality.

Influential Marketing Blog

Subscribe to this blog

The Sexiness of Statistical Insignificance

People love numbers. We respect #1 best sellers. We believe in a product if four out of five dentists like it. And every week there is new Presidential election polling in the US to give the media real time numbers to spend hours "reacting" to in live talk shows. In today's world, numbers are used to prove anything to anybody. Why make an argument when you can find a number to do it for you? If a picture is worth a thousand words, the right number seems to be worth a thousand pictures.

DSC03092

This fascination with numbers, though, has led to a rather predictable problem. Many of the numbers we see used to make arguments on behalf of people and brands are actually statistically insignificant. A few weeks ago as I traveled through India, I saw the billboard above, which was meant to promote a brand of men's deodorant. In a country of a billion people, how significant are thousands of men agreeing on one product?

Amitabh-Bachchan-Facebook-PageThat same week, Bollywood's most famous actor – a man named Amitabh Bachchan, 69, finally started a Facebook fan page for himself. He gained more than 800,000 followers in 30 minutes and just passed 2 million fans in less than two weeks. In a country of a billion people, THAT is significant.
As more and more numbers become readily available from apps that tell us how many calories we burned walking down two flights of stairs to deep analytics on every click you make while using the Internet – the challenge we all face is finding the significance in numbers.

Sexy-little-numbers-445x445Today a colleague of mine named Dimitri Maex just released his first book titled Sexy Little Numbers which focuses on exactly this topic. In it, he shares real world lessons of how finding the right data and insights can lead any organization to be more successful. It is not an overstatement to say that numbers indeed have become sexy. We all want to use them to make a point and influence others. The real trick is to go beyond "sexy" to uncover the numbers that have actual significance – and then use them to tell your story.

  • http://www.wsoaonline.com chad

    probably going to pick up a copy this weekend. looks like a good read.

  • TANK DOGG

    EVERY TIME YOU CLICK YOUR MOUSE..SOMEONE GETS PAID..WHY NOT YOU ??? This is a movement that began to unify people all over the world. People who are sick of the bull shit. People who are sick and tired, of being sick and tired. . . People with
    a vision — a dream, a HOPE to become great! People who have heart, talent, and POWER to change the world! You DONT need a JOB to WORK! You just need to know what and how to do it! You can choose any product you want even your own..its the skills that make you EXTRA INCOME AND THEN EVEN BEING WEALTHY after feet are wet in this! Online we all work for various programs. You control the shots.Get in on the game! You also enjoy a great benefits package from THE MOTOR CLUB OF AMERICA, TRIPLE AAA WHO?, they cant even compare, and with that package comes EXTRA INCOME ranging from $500-$1000 a month, then only thing “SCAM” means here is S.ome C.ash A.t M.ailbox $40 gets you EXTRA INCOME like you have never seen, and it all starts with just 40 bucks, dont take my word for it go to youtube.com, type in “MCA AND $40″ IN THE SEARCH AND SEE THE THOUSANDS OF PEOPLE who have tried it and are NOT LOOKING BACK AND OR REGRETTING THE FACT THEY INVESTED TWO $20 BILLS. and just $20 a month 2 keep the service, which is worth it as you will see in the youtube testimonials, after you have seen the TESTIMONIALS ON YOUTUBE, THIS EXACT LINK RIGHT HERE and join the BEST $40 PLAN OF ANY $40 PLAN PLUS $20 A MONTH YOUVE EVER HEARD OF OR SEEN IN YOUR LIFE,(real atm bank cards only, no prepaids WILL BE ACCEPTED FOR PAYMENT FOR THIS)——-> link to tvcmatrix.com (<—ONLY GO TO THIS LINK HERE, DONT GO TO ANYONE ELSE’S THAT YOU SEE THEY WILL TAKE YOU TO THE WRONG SITE) *U.S. AND CANADIAN RESIDENTS ONLY

  • http://mimetix.com Diego

    Ill have a copy too. I like the idea that u already got the info, u are not conscious even u know it :) like marketing

  • http://www.theeldorado.in/ Turnkey Interior Solutions

    Statistical result gives great influence in all kind of business. Particularly in marketing businness.

  • http://mp4tomp3converter.org/ mp4 to mp3

    I was wondering where do they get this data from… I’m suspect that the vast majority of all these ‘four out of five dentists’ are fake

  • http://carpetcleaningalpharetta.net/ Mike Cleaning

    Sounds like a must BUY… I’m ordering one ASAP… Thank You