Observability is the ability to monitor and measure the internal state of a system or process by using external outputs. Applied Observability, on the other hand, refers to its implementation in software engineering. In this context, observability tools are used to help developers and operators understand the performance, reliability, and behavior of their applications and infrastructure. However, it’s important to note that observability is not just a technical concept but also a business one. By providing valuable insights into the needs, preferences, and pain points of the customers, as well as the opportunities, threats, and trends in the market, observability can prove to be a game-changer for businesses. According to New Relic, by 2025, 88–97% of 17 different observability capabilities are expected to be deployed.[1] Technology companies must not misuse observability for marketing purposes and instead leverage it for strategic decision-making.
Misusing observability for marketing purposes can harm a company’s competitive edge by preventing it from utilizing data to improve its products, services, processes, and customer experience. Additionally, it can result in a waste of resources if the company invests in ineffective or inappropriate marketing campaigns that do not align with their customers’ preferences. This can lead to a higher risk of losing customers to competitors who use observability for business intelligence and offer better value propositions. Finally, it can create a negative perception of the company and its products, as customers may feel manipulated, exploited, or deceived by marketing messages.
Lets try to paint a picture of the usual picture we see in technology business everyday. A business owner of a competing online bookstore wants to grow his business and reach more customers. They decide to use observability to manipulate and influence the behaviour and decisions of the customers. They install a software agent that collects and sends data about the website’s speed, availability, errors, and transactions. They also uses a tool that tracks and analyzes the behaviour and feedback of the customers, such as the pages they visit, the products they buy, the reviews they leave, and the ratings they give. They use the data and insights from observability to deceive and coerce the customers. They limit and control their inventory based on their own profits and agendas. Their customers get bombarded with unsolicited and irrelevant ads and messages. They also spy on their customers through cookies and trackers, and sells their customer’s data to third parties. Their customers are unhappy and angry. They feel cheated and violated by the businesses products and services. They distrust the business and resent their privacy policy. They complain and warn others about his business. The business declines and fails.
Marketing manipulation is the use of deceptive or coercive tactics to influence the behavior or decisions of consumers. Observability should be used for business intelligence, not for marketing manipulation. Observability should not interfere with the user experience or the system functionality. It should be transparent and unobtrusive to the users and the system operators. It should not be a one-time or periodic activity. It should be an ongoing and dynamic process that adapts to the changes and challenges of the system and the environment. It should not compromise the security or the privacy of the system and the users. It should be encrypted and authenticated to prevent unauthorized access or manipulation of the data and the insights. It should not be a black box or a secret weapon. It should be accountable and verifiable to ensure the quality and integrity of the data and the insights.
Market leaders are creating value for their customers, innovating their products and services, optimizing their processes and operations, and adapting to the changing market conditions and customer expectations with observability. Market leaders understand that their observability tools are key to the technology operations and go beyond their means to keep them operating efficiently, unobtrusively, and securely. They are not in any way compromising their business navigational systems for marketing folklore. In the digital world, observability tools and data are way more important to a business than the sales of products or services alone.
