What do Psychology and Digital Analytics have in common? More than you might think!

Categories Analytics, Insights

Starting a thought provoking video-series on the intersection of psychology and analytics. How do they work together? What’s the role of psychology in the relationships we develop with our clients? What role does psychology play in understanding user behavior as an analyst? How can we deal with our emotions and how to cope with both success and failure? 

Read the transcript: 

Hey everyone! My name is Jon and welcome to the Cognetik Blog!

Today I have something really exciting to talk to you about. I am launching a new series and it’s all about the intersection of digital analytics and psychology. Now, I know what you’re thinking: these two fields likely don’t have much in common; why should I be studying psychology and how is that helping me in my digital analytics practice? Well, today that’s exactly what I want to cover. I want to give 3 reasons as to why digital analysts or people in the digital analytics industry should pay attention to psychology. You’re ready?

Reason number one is because it teaches us to deal with failure. We are constantly working on a lot of big projects, trying to organize a lot of efforts and we all have very specific metrics or KPI’s that we’re measured by.

And the reality is that even now we’re very experienced on what are we doing, we’re gonna fall short sometimes. Sometimes we’re gonna deliver a project that missed the mark or we’re gonna pursue an endeavour that didn’t reach the revenue goal that we expected. And that is a failure on our part and if we let failure go unchecked, if we let failure resonate within ourselves and actually eat away at the inside of our soul and our emotions that tends to actually impact the way that we work. It impacts the way we work with others and it impacts the work that we do.

And what psychology teaches us is that it teaches us to listen to our emotions and more specifically to understand how our emotions are impacted by our failures. And most of the time failure is going to impact you, but what psychology allows us to do is to work through that impact, to work through the mourning, perhaps of failing, bouncing back and actually moving forward in the future so that we can better fail faster and move on and be better in the future.

Reason number two of what psychology teaches digital analytics people is it teaches us to work better with our co-workers. It teaches us about relationships. We are constantly working with tons of people and we all know that there are a lot of crazy people in this industry; a lot of nerds, a lot of socially awkward people –  I’m one of them –  and we are hard to work with, we are hard to work with. So if we are not paying attention to our own emotions of how people affect us and how we affect others, we are going to have bad working relationships, whether it’s working relationships that are too competitive and we’re not collaborating, we’re just competing, or whether there’s a lot of passive aggressiveness and we’re not treating our employees with respect or our co-workers with respect. Whatever it is, what psychology helps us to do is it helps us to simply better interact with people and I think that we all know that if we have better working relationships with our colleagues, our teams actually work better, produce better work and our businesses are more able to meet our goals and targets.

Reason number three of how we can learn from psychology, as digital analytics folks, is it teaches us to connect more with our end user, our user meaning the person on our website or our mobile app. We know that UX design is a huge portion of digital analytics and UX design is based a lot on psychological principles: what people do and why they do it, psychology is all about that and so if we dive more into the field of psychology, whatever it is, whatever you want to learn about in that field, it is almost guaranteed, 99% guaranteed, that you are going to be able to better understand your user. You’re going to be able to put on their hat to understand their experience and you’ll likely be able to uncover some insights which will make your product better. So if you are a product person, you need to pay attention to psychology.

So, I hope that gives you a little bit of a taste as to what I’m going to cover in the next months, years – I don’t know how long it’s going to take – but it’s an exciting endeavor and to bring it a little bit more to the practicals, one thing that you can do, right now, is read one of my blog posts already. I wrote a blog post about how to increase your emotional intelligence. It’s a practical guide. Click on the link right below. It’ll show you a bunch of steps that you can start to take right away to improve your emotional intelligence . So get started on this, wait for the next video/posts, whatever it is, and yeah, be on the lookout for more stuff. Thanks!

I'm a Digital Analyst with an exuberant amount of passion for the digital analytics industry. I work with our analytics team to move clients out of reporting and into actionable insights. I believe in the power of measuring results and hope to one day integrate data-driven philosophies with the potential of social entrepreneurship.

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