Software company Siebel's new owner Oracle put out an embarrassing ad this week; I excerpted the bottom half here.
The headline of the ad (see the full ad here) screams in large, bold, white letters: "BUSINESS IMPACT COUNTS."
Unfortunately, the chart answers no questions but raises a full bunch:
- How were these ratings obtained? Which experts determined the scores?
- What is the scale? How much better is a quarter of a circle?
- What does it mean by "business impact"? What exactly is being measured?
- Why are the circles of differing radii? What do radii signify?
- Isn't "Adoption" the category that has the largest separation between the two companies? Why isn't that highlighted?
- What is the order of the five criteria? It is not alphabetical, not ranked by either company's category scores, nor by the differences in these scores