Just finished reading "Medical statistics: Signs of the times" in The Economist.
Dr. Austin of the Institute for Clinical Evaluative Sciences in Toronto presented the following data to the American Association for the Advancement of Science:
People born under the astrological sign of Leo are 15% more likely to be admitted to hospital with gastric bleeding than those born under the other 11 signs. Sagittarians are 38% more likely than other to land up there because of a broken arm.
These statistics, of course, identify relationships when there are none, which was his point. Statistics we use run the risk of identifying relationships that do not exist.
The tendency to create scientific research around a new product or service finds it way into marketing from time to time. Sales people often request white-papers they hope will scientifically articulate the value proposition of a service or product or that will at least support claims made by marketing. For example, Cold-EZZE claims it's "Clinically proven to cut colds by nearly half." The Cold-EZZE website includes six clinical studies that support marketing's claim.
Making the decision to lead with a scientific claim or ROI about a product or service may not be the best approach to attracting and retaining customers. The reality is that scientifically supporting marketing claims is time consuming and expensive because if the study is worth its salt, it needs to be based on accurate research or customers may be disappointed if they do not achieve expected results. If they do not achieve the expected results, they will not remain customers and will not recommend the product or service.
Another reason for avoiding the a statistical method marketing pitfall is that customers generally don't make purchased based on reason. They are more likely to buy based on emotion. A message that creates an emotional connection to a product is more likely to work than creating a statistic.
Success will follow when a product or service actually does what it's supposed to do. Cold-EZZE customers will buy more Cold-EZZE and tell their friends about Cold-EZZE if it actually reduces the length of colds.
Statistics may identify relationships when there are none. Avoid the risk, research, time and expense of marketing based on statistics. Instead focus on making a connection with your audience and creating a product or service that actually helps them achieve what they need.
