Explaining a Ham Radio (Not a Ham Sandwich)

Ham operator with his amateur radio equipment, LOC, 1921
Ham operator with his amateur radio equipment, LOC, 1921

Imagine some old guy starts talking about ham radios. You’ve heard of ham radios but you really don’t get it. (You’re probably thinking about ham sandwiches right now anyway).

That’s how a lot of us in the agency world engage our clients. We start talking about some great metric and then we dump on the numbers: visitors, unique visitors, HHI (HouseHold Income) HUT (Households Using TV) and maybe we’ll throw in a Query Parameter for good measure.

It’s a giant knowledge dump the poor client simply doesn’t need. Ask the client what he would like to know. Then listen. The answer may surprise you.

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