What do Google analytics and stand-up comedy have in common?
While helping a business client increase traffic to their website, I remarked how their Google Analytics marketing reports weren't so different from taking a stand up comedy skills workshop.
That might sound like an odd thing to say - but the more I thought about it the more the comparison holds up.
Google Analytics reports feedback what's happening on a website, what people are looking at and responding to. How long they stay engaged, and if they connect...becoming a customer or a fan. You can even see it in real time.
For that particular website, we added some recent case studies and removed technical jargon. By doing that we changed the language - the website's voice - and added relatable stories (short case study videos) to draw people in and acquire new customers.
I used this metaphor again this week quite fittingly, at my first workshop at the Google Digital Garage in Manchester. They were really supportive in providing me with a space to lead my all elbows 'Present Yourself!' comedy workshop, which mixes stand up comedy with presentation skills, team games, improv, public speaking tips and interpersonal skills all rolled together.
It covers the same ground as analytics, but with less artificial intelligence. It's for humans instead of websites. It's all about understanding your audience. How to stay engaged and avoid attention span 'bounce rate', and the language we use tell stories and connect with others. Again, all in real time. I guess you might call it the discussion points we have as 'human analytics'.
Human Analytics (in front of an audience) :
Audience. Make eye contact with them, this will give you all the data you'll need.
Behaviour. Be aware of your body language, relax and be comfortable.
Engagement. If what you're saying isn't working experiment off script with a different approach -this is where the scary fun learning happens.
Acquisition. Don't try too hard to be funny. Just be yourself. Let your audience, or customers, come to you.
The feedback since I started running these sessions in 2015 has been great. Together with the help of the Business Growth Hub it's evident that business leaders across the North West are really keen to integrate this kind of skills workshop into their own team training programmes. [boxout_start]
To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behaviour or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
The technical storage or access that is used exclusively for statistical purposes.The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.