Month: February 2014

When people list the things that they're most afraid of, going to the dentist often ranks somewhere near the top. There's something about lying motionless and slack-jawed in a converted office chair while a person wields sharp instruments in your mouth that gives a lot of people serious anxiety. That makes the sales process even more important. 

For a task that critical, Henry Schein Dental turned to FileMaker help. One of the major hurdles for the company was the sheer volume of products and services it offers. The practice provides tens of thousands of tools for both patients and physicians, from overheard lights to sterilization equipment, so consultants have a lot to remember when it comes to connecting with potential customers. 

And it's not just enough to know what something is called. When somebody is going to be poking something in their or somebody else's mouth, they're going to have a few questions about it. Carrying around bulky binders full of information was cumbersome and slowed the process down immeasurably. Instead, FileMaker lets sales executives have access to visuals and information about different products, as well as create PDFs and pertinent sales materials on the spot.

The change to this sort of custom database software also helped the company on the back-end. By parsing the information automatically compiled by FileMaker, representatives can easily see which items are selling the best and kept in constant stock. Having this information constantly available helps to streamline the product process, and saves tens of thousands of dollars in brochure costs for rarely-used products. 

Joe Baucom, Director of Marketing, Equipment and Techonology Group for the company, raved about the possibilities offered by using this kind of technology. 

"With the FileMaker Platform and FileMaker Go for iPad, our sales consultants have the right information, at the right time, for the right customer, every day," said Baucom. "The time savings from having 24-hour access to all literature, photos and catalogs has allowed our sales team to become more efficient and productive."

Henry Schein Dental might not ever be able to make going to the dentist as fun as a day at the amusement park. But with the help of FileMaker, they're definitely making the process of selling and marketing related tools as painless as possible. 

If you're a retailer, it's important to know what your customers are saying about your product. You should be soliciting direct feedback from them when they actually make purchases, but it's also critical to keep in mind what they say to each other. A lot of those consumer-to-consumer conversations happen via social media platforms, a reality that many companies haven't properly adapted their Big Data strategies to. 

A social discovery company called 8thBridge investigated these findings in a survey of over 800 retailers. The businesses were judged based on their usage of seven different social platforms, namely : Facebook, YouTube, Instagram, Pinterest, Twitter, Google+ and Vine. For evaluating how well the companies questioned were leveraging social media, 8thBridge looked at traffic, brand awareness and social lift to get a picture of just how much customers were taking to the web to engage the brand. 

What researchers found was the companies were still failing to collect enough social information to make a move to Big Data plausible. While most companies have a Facebook presence, virtually none are deriving any real traffic from Instagram and Twitter: under 10 percent saw a spike in visits from the latter, and barely 6 percent saw a bump from the former. This suggests that there is a large gap between the potential of social media engagement and the reality. 

For an enterprising company, this information represents an opportunity. Oversights by your competitors in adoption of Big Data mean that working with FileMaker developers could have an even more profound effect on your ability to convert sales. There is a strong inherent value of being first in your field, so adopting these principles early could mean big profits. 

A Connecticut FileMaker developer won't just provide your company with answers to business-related problems. It could also raise some fascinating questions. 

Consider, for example, the outcome of an argument between Stanford biologist Paul Ehrlich and economist Julian Simon. In 1968, Ehrlich, an entomologist by trade who had spent time studying the population density of butterflies, wrote a book called "The Population Bomb." In it, he surmised that, at the rate the Earth was being filled up, humans were headed for a collapse. The environmental movement wholeheartedly embraced his research and used it as a tentpole for their platform. 

Simon, on the other hand, was difficult to convince. He thought that humanity was imminently adaptable, and that we would endure collapse by finding new resources or changing the ways we used the ones we currently have. He offered to back up his rhetoric with a commodities bet: in 1980 they agreed to wager on what the market price for five different metals would be in a decade's time. If the price jumped wildly, it would signal that resources were strained. If not, it would mean that society had successfully navigated population growth. 

Simon won the bet easily. Not only did the price not soar, it actually decreased significantly. 

And yet, Ehrlich remains convinced that his hypothesis was correct, regarding the need for environmental awareness. What was supposed to be an empirically provable fact turned out to lead to further contention, not less. Speaking to Planet Money, Ehrlich doubled down on his original stance, despite the fact that Simon had been proved right in one specific case.

"[Simon] knew absolutely nothing about anything important," he said. "[The bet has] become what's technically known in science as a pain in the [rear]."

There are two valuable lessons in here for managers looking to turn to Big Data. One, that the parameters that you set before you gather data are important.  While both men thought that their commodities bet would be the best way to solve their dispute, that optimism later turned out to be incorrect. 

Secondly, Big Data isn't something you can simply plug in and forget about. Your business should be constantly adapting and altering its strategies, to continue to get the most out of its analytical initiatives. It turns out, a lot can change in a decade.