The Chocolate and Peanut Butter of Learning Analytics

On October 23rd, 2009, Adobe Systems, Inc. competed its acquisition of Omniture, Inc. An Adobe press release describes the benefits of this merger as follows:

The combination of the two companies will increase the value Adobe delivers to customers. For designers, developers, and online marketers, an integrated workflow — with optimization capabilities embedded in the creation tools — will streamline the creation and delivery of relevant content and applications. This optimization will enable advertisers and advertising agencies, publishers, and e-tailers to realize greater ROI from their digital media investments and improve their end users' experiences.

Beneficiaries: advertisers, advertising agencies, publishers, etailers
Benefit: greater ROI, better end user experience

What this press release does not say is that on that fateful day the chocolate of Omniture's web analytics tools dropped smack dab into the middle of the peanut butter of Adobe' s eLearning suite. Or it could have/should have/will if someone stops trying to flip up the most enticing Flash banner ad possible for a minute and thinks about the eLearning world. If the red and black eLearning folks will wander over to their new 1.8 billion dollar, lime green roommates and make a modest proposal, we could have a match as classic and enticing as the Reece's peanut butter cup.

Does Adobe have any idea that they are sitting on the biggest revolution in eLearning since the browser? Do they realize that they now have at their finger tips all of the tools necessary to dominate the eLearning space with the hottest, most completely integrated, most elegantly implemented learning analytics suite on the market? Who else has the power to build learning analytics straight into the most popular tools for elearning design and development? Who else has the statistical and number crunching guns to process and display massive amounts of learner data in slick, easy to use dashboards? Could there be a more obvious fit? Does anyone there realize that they could be the engine that powers a massive emerging industry?

Probably not. Why would the people focused on ROI for advertisers start scribbling on the back of napkins with people who are focused on ROI for eLearning ? Nothing against Adobe; big corporations just don't innovate this way very often. If they did, the press release might read as follows:

The combination of the two companies will increase the value Adobe delivers to learners everywhere. For instructional designers, eLearning developers, and online colleges and universities, an integrated workflow — with learning optimization and tracking capabilities embedded in the creation tools — will streamline the creation and delivery of customized learning content and experiences. This optimization will enable teachers, trainers, instructional designers, and training organizations as well as online educators to realize greater ROI from their digital training and teaching investments and improve their end users' experiences and, ultimately, the overall appeal, effectiveness and efficiency of their learning.

It would be a crying shame if this didn't happen. Imagine a world without Reece's peanut butter cups. It would be that bad.

Johnny Depp Kills Disney Pirates

Having just returned from Disneyland, I have been thinking about the updated Pirates of the Caribbean ride that now features Johnny Depp as Captain Jack Sparrow. While Disney surely added Capt. Jack to the ride to update it and increase audience engagement, in discussing it with my wife, it became clear to us that the addition actually reduces the narrative power and, thus, the overall engagement and enjoyment of the ride.

Timelessness

What makes good narrative great is when it is imbued with a sense of timelessness. While stories like Huckleberry Finn or To Kill a Mockingbird have a definite time and place, they don’t feel bound to that particular time. The characters feel fresh and real every time you read them, and the settings feel like they could exist right now in some parallel universe coexistent to our own. Before the addition of Jack Sparrow, the ride had this feeling to it. The riders filled in the details of the narrative, imagining a back story and a conclusion, projecting the motivation of each character and their ultimate fate, placing the events in an imaginary, but plausible, history. With the addition of Sparrow, all that is taken away. The narrative is forced (rather ungracefully in its repetition) upon you. You are now watching a version of a blockbuster movie, and you know the back story and the ending because it has been thrust upon you. The narrative has been appropriated, and you must comply.

Rider as a Character

Even worse is the loss of the inclusion of the riders as characters in the story. In the original ride, you become a part of the story. You are warned at the beginning that you are entering into danger, you then view the “cursed treasure,” and are then told the following:

“No fear hath ye of evil curses, says you. Ah... Properly warned, ye be, says I. Who knows when that evil curse will strike the greedy beholders of this bewitched treasure.

Perhaps you/ye knows too much. You've seen the cursed treasure. You know where it be hidden! Now pass through at your own risk. These be the last friendly words you'll here!”

You are now cursed and must face your fate. That curse brings you right into the middle of a fierce battle with cannon balls whizzing overhead, then through a burning, groaning, crumbing building, and finally between the muskets of drunken, dueling pirates. Happily, you survive all of these and leave with your secret knowledge of the treasure and your lives. All this is taken away from you in the new version. You simply watch as other characters play out other stories. The boat is little more than a floating theater seat. Pass the popcorn.

Implications for Instruction

Seeing or hearing a narrative is a powerful means of engagement. Even more powerful is direct participation in the narrative by taking on a role and/or being asked directly or indirectly to project the conclusion. People like Stephen Covey teach using great narratives. But they keep those narratives for themselves because they provide all the pieces and trot them out in each training masterfully and verbatim like an actor on a stage. While this is so much better than PowerPoint bullets, it is not as powerful as sharing the narrative with the audience, giving them a real stake in its outcome, and even trusting them to write the ending.