It's no secret that we create data day in and day out that is being captured and used to profile our behavior. Whether that be when we're more likely to take a vacation, buy a book on Amazon, buy a new iPhone, or even if we're about to have a baby. More and more we are finding ways to gain value from previously ignored data. Take, for instance, one of my favorite movies, "Moneyball". Billy Beane took the A's to the playoffs on a shoestring budget by looking at the data no-one else was looking at. Baseball has never been the same since.What Billy Beane did to baseball I've set out to do with communication data. Understand it in every way, shape and form. And then, help people take action on that data to be more productive.
I started this journey by analyzing my own email archive trying to understand when (from time of day and day of week) my contacts were interacting with me. I then engaged with some of them to try to understand the behavior underlying their visible activity.The above is a communication profile (what I call them) of a sales leader over the course of one year. We'll call him "Joe". When I asked why there was a break between 10-11AM, Joe started to laugh. When pressed, he responded, "now that I think about it, that's when I take a 'bathroom break' and catch up on ESPN". Talk about being "regular" (7 days a week!) … Note to self, don't bother trying to schedule a 10AM meeting with Joe.The above highlights an old colleague that LOVES his lunch break. Let's call him Brian. On Monday, lunch starts a little late at 1PM since he usually has a "case of the Monday's" and gets in a little late. Of course on Wednesdays and Fridays, he likes to get in a two hour lunch. Clearly if I want to catch Brian, I can either buy him lunch or keep it to 9-5.Other people are just incredibly regimented. Based on over 1400 emails sent by this old customer, it's clear that 2PM is when he clears his inbox. Again, 7 days a week! I didn't ask him if he was clearing his inbox instead of catching up on ESPN from the bathroom, but at least I do know when to deliver my email to hit the top of his inbox when he's paying attention and most likely to respond.Finally, here's my profile when I was working on building our company as a "nights and weekends" project (i.e. when I still had a paying job). I imagine those late nights and long weekends will be familiar to most entrepreneurs. Do you think reaching me about The Seventh Sense after 8PM would have been effective?
Want to know what your communication data reveals about you and your contacts?