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.  

         searchmarketingexpo.com @KelvinNewman

         searchmarketingexpo.com @KelvinNewman

Do you already have the Google Analytics

Individual Qualification?

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This presentation won’t teach you new tactical

or technical details.

         searchmarketingexpo.com @KelvinNewman

It will concentrate on a subtle and

important, but often overlooked, aspect of

analytics

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Why do we measure things?

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Because I have

to?

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NOT GOOD ENOUGH

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To see if we’re doing a good job

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BETTER

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To know what to do in the future

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PERFECT

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

insight.

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Fact

People tend to feed their cats twice a day.

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Observation

They tend to feed them at breakfast and dinner time.

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Insight

People feel guilty eating in front of their pets

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Fact

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

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Observation

That trend is followed by the search term “coloured contact

lenses”

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Insight

Halloween drives interest in coloured and normal contact

lenses.

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Fact

The Conservative Party got 36.9% of the popular vote

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Observation

Labour made a net loss of 26 seats.

Conservatives gained 24.

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Insight

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

and other issues.

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

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

You can with insights.

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Human Truth Market Truth

Product Truth Brand Truth

What we’re looking for?

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Insight is great, but worthless compared to action

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Some tools to make your life easier

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Automated “natural” language analytics commentary

https://quillengage.narrativescience.com/

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Somebody has probably already created that dashboard or

report already

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

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

http://keyhole.co/

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Get a sense of the questions people are asking

http://answerthepublic.com/

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Understand a Twitter User in seconds

http://crowdriff.com/riffle/#

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Never forget McNamara

Fallacy #SMX #X24A

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McNamara Fallacy We have a tendency to make

the measurable important rather than the important

measurable #SMX #X24A