THE MOST IMPORTANT LESSON IN SOCIAL ANALYTICS - #smx #smxlondon

THE MOST IMPORTANT LESSON IN SOCIAL ANALYTICS Kelvin Newman

Marketing Director at SiteVisibility Founder of brightonSEO

@kelvinnewman

searchmarketingexpo.com @KelvinNewman

A multi-disciplinary digital marketing agency with more than a decade’s

experience in search.

www.sitevisibility.com Website:

#SMX #X24A

WE ORGANISE BRIGHTONSEO where thousands SEOs a year come to learn how to do their

jobs better.



Do you already have the Google Analytics

Individual Qualification?


This presentation won’t teach you new tactical

or technical details.


It will concentrate on a subtle and

important, but often overlooked, aspect of

analytics


Why do we measure things?


Because I have

to?


NOT GOOD ENOUGH


To see if we’re doing a good job


BETTER


To know what to do in the future


PERFECT


There’s a difference between a fact, an observation and an

insight.


Fact

People tend to feed their cats twice a day.


Observation

They tend to feed them at breakfast and dinner time.


Insight

People feel guilty eating in front of their pets


Fact

Twice as many people search for contact lenses in October compared to September.


Observation

That trend is followed by the search term “coloured contact

lenses”


Insight

Halloween drives interest in coloured and normal contact

lenses.


Fact

The Conservative Party got 36.9% of the popular vote


Observation

Labour made a net loss of 26 seats.

Conservatives gained 24.


Insight

People in Labour vs. Conservative marginals didn’t trust Labour on the economy

and other issues.


Facts and observations are nice, but only insights are useful.


You’ll note you cannot argue with Facts and Observations.

You can with insights.


Human Truth Market Truth

Product Truth Brand Truth

What we’re looking for?


Insight is great, but worthless compared to action


Some tools to make your life easier


Automated “natural” language analytics commentary

https://quillengage.narrativescience.com/


Somebody has probably already created that dashboard or

report already

https://www.google.com/analytics/gallery/#landing/start/


A nice free-ish Twitter Analysis I’ve not seen mentioned much

http://keyhole.co/


Get a sense of the questions people are asking

http://answerthepublic.com/


Understand a Twitter User in seconds

http://crowdriff.com/riffle/#


Never forget McNamara

Fallacy #SMX #X24A


McNamara Fallacy We have a tendency to make

the measurable important rather than the important

measurable #SMX #X24A

THE MOST IMPORTANT LESSON IN SOCIAL ANALYTICS - #smx #smxlondon

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Transcript of THE MOST IMPORTANT LESSON IN SOCIAL ANALYTICS - #smx #smxlondon