Telling a story with your data: Friday’s daily brief

Some news I just digested: YouTube will be launching its short video streaming service, not called Irrational Shorts, in the United States in the coming weeks. It has already been successfully launched in India following the TikTok ban.

YouTube shorts are vertical videos with a maximum length of 60 seconds. Surprisingly, it was heard: TikTok videos, originally up to 15 seconds long, can now be 60 seconds long if users connect four 15-second segments. Instagram stories take up to 15 seconds, but longer videos can be uploaded – they will be hacked within 15 seconds. Cultures produced by Twitch Streams? 60 seconds.

For many of us, especially – and especially if we suspect – predecessors, one minute is enough to save, preferably divided into shorter episodes. I think it’s a way to consume our fair share of countless amounts of content. But I think my time is up – enjoy the newsletter.

Tell stories with data from a leader in Silicon Valley

“The data does not speak for itself, it needs a good narrator,” said Nancy Duarte, CEO of Duarte Inc., the largest communications company in Silicon Valley. His inaugural speech was on the second day of MarTech and gave everyone who heard a vision of what is missing in the data world: effective communication.

“Some have said the new oil is oil,” Duarte explains. “However, the results [of the data] are hidden without the help of a communicator.” Scientists and data analysts evaluate data 24 hours a day. But before others in the organization can use the data, it needs to be explained.

‘Data communication is difficult for some people,’ says Duarte, ‘because when you analyze the data, you discover one of two things: you identify a problem or opportunity in the data.

Action must be taken to resolve the issue or opportunity. “The ability to identify and communicate the action moves [the data scientist] from an employee to a strategic advisor,” he explains. “When you build muscle, you become a more reliable narrator of data.”

Digital shopping and social commerce in numbers

The global e-commerce company Shopify has announced a forecast for 2021, based on a survey in September 2020 among more than 10,000 consumers in 11 countries. We especially like the way he has integrated data from 2018 and 2019 to get a complete picture of how it is going and where we want to be in the future. Here are some highlights:

Young consumers are driving digital change. More than half of consumers (54%) transferred more of their spending to online channels. 67% of young consumers (under 35) did so.

Many buyers are reluctant to buy. Only 65%   of consumers said they bought something during the pandemic. 38% of retail stores do this less frequently than before the pandemic. 46% of all buyers say they do not want to buy anything in the store at the moment.

Consumers discover new brands via social media. Young consumers are increasing the demand for brands on social media platforms by 54%. But people of middle age (35-54 years) were not 43% behind. And 25% of the more than 55 consumers also discovered new brands on social media.

The buyer starts buying on social media. 28% of young online shoppers said they bought something via a social platform. It is compared to 20% of middle-aged consumers and 8% of people over 55.

Physical solutions are gaining ground. 50% of consumers indicate that they want to make an appointment to buy in the store. 62% claim that contactless payment enables in-store purchases.

Why do we care? This purchase data fills in some of the stories we include in the Martech world. There is a lot of speculation about what the business climate will be like if things “return to normal”. It is no surprise that young buyers are at the forefront of digital adoption. Other age groups are not far behind. However, younger consumers can still become customers for a long time. To maintain this, brands need to deepen their interaction with companies and the values that mean so much to younger consumers. It makes social media the choice to use buttons that are comfortable, attractive, authentic, and … so many buttons on the platform

Clari announces the creation of the DevOps board

Clari, the revenue-generating operations platform in Sunnyvale, California, announced the creation of a DevOps Operations Council focused on training DevOps best practices and strategies and supporting professional development within the DevOps community.

Implemented in different ways by different brands, DevOps really breaks the silos between marketing, sales, and customer success and adapts them to pursue shared revenue goals. Some DevOps teams report to a Chief Revenue Officer.

The board is made up of executives from large companies and growing brands such as McAfee, Okta, Workday, and Zoom. Launch a 2021 research agenda with three main themes: identifying KPIs to drive growth initiatives; compile a single source of truth for DevOps; and communication and cadence for the different variants of the DevOps teams.

Because we care.

 Because B2B buyers are primarily digital and compelling reasons to align marketing and sales teams, few brands can afford separate sales and marketing silos. Expect to learn more about DevOps in 2021. Craig Rosenberg, Gartner’s senior vice president, spoke about DevOps during his speech at MarTech.

Quote of the day

Fusion operations … have been key to success for many people who have been able to make the flexible changes they needed and will continue to do because they had no silos in their operations. – data, processes, and job prospects are interconnected. Craig Rosenberg, considered VP, analyst, Gartner.

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