the most important lesson in social analytics - #smx #smxlondon
TRANSCRIPT
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THE MOST IMPORTANT LESSON IN SOCIAL ANALYTICS Kelvin Newman
Marketing Director at SiteVisibility Founder of brightonSEO
@kelvinnewman
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searchmarketingexpo.com @KelvinNewman
A multi-disciplinary digital marketing agency with more than a decade’s
experience in search.
www.sitevisibility.com Website:
#SMX #X24A
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WE ORGANISE BRIGHTONSEO where thousands SEOs a year come to learn how to do their
jobs better.
searchmarketingexpo.com @KelvinNewman
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searchmarketingexpo.com @KelvinNewman
Do you already have the Google Analytics
Individual Qualification?
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searchmarketingexpo.com @KelvinNewman
This presentation won’t teach you new tactical
or technical details.
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searchmarketingexpo.com @KelvinNewman
It will concentrate on a subtle and
important, but often overlooked, aspect of
analytics
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searchmarketingexpo.com @KelvinNewman
Why do we measure things?
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searchmarketingexpo.com @KelvinNewman
Because I have
to?
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searchmarketingexpo.com @KelvinNewman
NOT GOOD ENOUGH
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searchmarketingexpo.com @KelvinNewman
To see if we’re doing a good job
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searchmarketingexpo.com @KelvinNewman
BETTER
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searchmarketingexpo.com @KelvinNewman
To know what to do in the future
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searchmarketingexpo.com @KelvinNewman
PERFECT
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searchmarketingexpo.com @KelvinNewman
There’s a difference between a fact, an observation and an
insight.
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searchmarketingexpo.com @KelvinNewman
Fact
People tend to feed their cats twice a day.
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searchmarketingexpo.com @KelvinNewman
Observation
They tend to feed them at breakfast and dinner time.
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searchmarketingexpo.com @KelvinNewman
Insight
People feel guilty eating in front of their pets
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searchmarketingexpo.com @KelvinNewman
Fact
Twice as many people search for contact lenses in October compared to September.
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searchmarketingexpo.com @KelvinNewman
Observation
That trend is followed by the search term “coloured contact
lenses”
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searchmarketingexpo.com @KelvinNewman
Insight
Halloween drives interest in coloured and normal contact
lenses.
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searchmarketingexpo.com @KelvinNewman
Fact
The Conservative Party got 36.9% of the popular vote
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searchmarketingexpo.com @KelvinNewman
Observation
Labour made a net loss of 26 seats.
Conservatives gained 24.
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searchmarketingexpo.com @KelvinNewman
Insight
People in Labour vs. Conservative marginals didn’t trust Labour on the economy
and other issues.
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searchmarketingexpo.com @KelvinNewman
Facts and observations are nice, but only insights are useful.
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searchmarketingexpo.com @KelvinNewman
You’ll note you cannot argue with Facts and Observations.
You can with insights.
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searchmarketingexpo.com @KelvinNewman
Human Truth Market Truth
Product Truth Brand Truth
What we’re looking for?
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searchmarketingexpo.com @KelvinNewman
Insight is great, but worthless compared to action
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searchmarketingexpo.com @KelvinNewman
Some tools to make your life easier
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searchmarketingexpo.com @KelvinNewman
Automated “natural” language analytics commentary
https://quillengage.narrativescience.com/
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searchmarketingexpo.com @KelvinNewman
Somebody has probably already created that dashboard or
report already
https://www.google.com/analytics/gallery/#landing/start/
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searchmarketingexpo.com @KelvinNewman
A nice free-ish Twitter Analysis I’ve not seen mentioned much
http://keyhole.co/
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searchmarketingexpo.com @KelvinNewman
Get a sense of the questions people are asking
http://answerthepublic.com/
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searchmarketingexpo.com @KelvinNewman
Understand a Twitter User in seconds
http://crowdriff.com/riffle/#
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searchmarketingexpo.com @KelvinNewman
Never forget McNamara
Fallacy #SMX #X24A
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searchmarketingexpo.com @KelvinNewman
McNamara Fallacy We have a tendency to make
the measurable important rather than the important
measurable #SMX #X24A
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