Hunches are good, but data is better, so says best-selling author Dan Pink. And in a world of big data and sophisticated analytics, why would you even want to go on a hunch, especially when there’s so much great data available?
Maybe because, in this day and age, huge volumes of variable data come at you with such great velocity that it’s difficult to get an accurate picture of what it’s telling you. Especially if it’s all loaded into a spreadsheet.
And, even if you’re OK with jockeying spreadsheets, chances are the people with whom you want to have conversations and collaborate about the data are not. When they see you coming at them with an Excel file, they’ll run the other way. Send the e-mail with an .xls attachment and they may “accidentally” delete without reading …
But What If it's Fun?
Compare that with showing up with an easy-to-use interactive picture on your iPad. If you invite them to play, chances are good that they will.
Which two states will drink pudding shots vs. cocktails (like Margaritas, Mojitos, and Long Island Iced Teas) during the Super Bowl?
Nothing illustrates the point better than an actual example; we’ve found one that’s quite fun.
AllRecipes.com and Tableau partnered to create an interactive infographic that shows which snacks and libations were searched on AllRecipes.com during the months of January and February last year. We’re sharing it with you.
The “map” tab at the top takes you to a view at how recipe categories trend across the U.S. Click on the icons above the map to see which states prefer which types of chili, dips, drinks, etc. The actual recipes can be found in the lower right-hand corner. The “field” tab takes you to a football field inspired view of the top recipes overall across the US. Click on the categories on top to see how individual recipes rank and click on the bars themselves to get a link to the recipe on Allrecipes.com.
What Does Dip Have to Do with Business?
Though Tableau and AllRecipes.com created this infographic mostly for fun, it has some very viable business applications. After all, people who are searching for recipes are highly likely to use them; they are, therefore, highly likely to shop for ingredients.
Keeping with that line of thinking, the maker of Jello pudding could, for example, ask for shelf space in Michigan liquor stores, because that’s the cocktail that its residents will be drinking. Super markets, or ground turkey providers, could distribute turkey chili samples in New Jersey, because Garden Staters prefer that over beef. And residents of the East Coast will be eating Buffalo Chicken Dip vs Seven Layer Taco Dip, another good opportunity for suppliers and stores.
We could go on, but we’d rather let you have at it. And, by the way, if you click on a recipe, AllRecipes.com will win traffic, which is, no doubt a win for them.
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