Visualize Their Intent: Data Visualization Informs Decision Making

The ability to convert real buyer intent signals into closed deals and significantly improve win-rate percentage is a key tenet of Aberdeen’s business model.  If the market-leading intent data and insights into that data Aberdeen delivers didn’t lead to tangible performance improvements, there would be no reason to bother making sure clients knew what to make of the data.

There are ways to track real-time win probabilities, and it requires real-time tracking of buyer behavior and historic information of an organization’s win-rate percentage (which is the measurement of opportunities won / (total opportunities won and lost)).

Armed with the right data sets, a provider like Aberdeen can, using the power of machine learning, provide actionable insights about the aforementioned win-rate percentage (it’s an ongoing calculation so long as deals are pursued), predictive win-rate percentage, and — a content marketer’s dream — which content pieces, when consumed, were most likely to lead to wins or losses.

Machine learning is neither nascent nor an old tech from the annals of history, but the metrics it can track and visual insights it can produce remind me of a famous data visualization that also produced actionable insights.

Florence Nightingale Fought Germs with Data Visualization

Renowned as the person who defined modern nursing, Florence Nightingale has another impressive title: Statistician.

Nightingale was a nurse deployed to a British base hospital in Constantinople during the Crimean War in 1854.

Figuratively, the place was a cesspool. Literally, the hospital sat on a large cesspool which contaminated building and water alike. The mortality rates were high, the patients lay in their own filth, sewers and latrines were quagmires, blankets brought in from battle were unwashed, and nothing was recorded diligently or orderly.

Nightingale noticed. She noticed the need for better data keeping, but mostly, she noted the pestilential conditions that were killing soldiers.

She didn’t stop at noting conditions, however; sewers were drained, hundreds of handcarts of filth were removed, animal carcasses were buried, and the blankets brought from the front line were washed, as were other filthy hospital linens.

Recording the outcomes of care, Nightingale produced a causal link between the sanitary reforms she enacted and a dramatic fall in mortality, which she witnessed and recorded over 4 months at the hospital.

Naturally, Army medical officers did not believe her, so she showed them (with a data visualization) that the deaths at that Constantinople hospital were not caused by battlefield wounds, but from the unsanitary conditions.

1858 Notes on matters affecting the health, efficiency, and hospital administration of the British Army : founded chiefly on the experience of the late war
Published: 1858, Florence Nightingale
Credit: Wellcome Library, London. Wellcome Images. http://wellcomeimages.org
Copyrighted work available under Creative Commons Attribution only licence CC BY 4.0

Where would we be today if Nightingale hadn’t cracked the case on infectious diseases? I can’t say, but I can state that her data visualization of causes of mortality saved countless lives through the reforms it spurred — you could say her win-rate percentage was the number of lives she saved.

Win-Rate Percentage

Data visualizations provided by Aberdeen, your winningest intent data provider, are not going to identify or cure rampant infectious diseases. You should not rely on our data sets or data visualizations to cure disease.

You can rely on our intent data sets for cutting-edge statistical analysis of buyer intent signals emitted amidst the everyday cacophony of the Internet. Aberdeen’s machine-learning solutions know how to capture and interpret B2B purchase intent signals like Nightingale knew hands should be washed.

And like Nightingale’s beautiful rendering of causes of mortality at the British field hospital during the Crimean War showed the causal link between sanitation and rate of mortality, Aberdeen’s proven approach to data visualization provides and illustrates causal links between your won opportunities and your lost opportunities.

We’re not curing health ailments, but we do want to work with you to cure any pain points that we can link to a lack of insight into your marketspace and historic wins/losses.