The Future of Analytics

"Facebook question of the week" - This part is wrongly hyperlinked !! :) Correct hyperlink would be - http://facebook.com/armentdietrich

It is not only the collection of the data, which is important, but it is also the proper analysis after the gathering. The first step is often the design of the data collection methodology.

I worked for GEICO, in the marketing department, and it was my job to gather the data and create reports to explain the results. A typical campaign would take me 80 -100 hours to write the computer code to run the analysis. It would take another couple of weeks to review the data after the job had run. I mention this, because sometimes the results are difficult to discern by looking at very type of numbers. (ie, A > B = Good).

One also needs to set up a control group, to measure against. This is a subtle step, which is often ignored by non-data people. It can be the difference between guessing a campaign was a success and being able to say definitively so that management will pour another couple of million into the project.

I agree with everything you said about gathering data. I would just add that before the first data is collected; try to answer the question, “What is our control group?” I can say from my experience at GEICO that answering this question is often very difficult, but when it is defined, makes the final analysis possible.

I was once able to calculate the ROI for the group of people who received, but did not return a paper opinion survey. I had to create methodology which took over 200 pages of computer code and devise a metric which had never been used before in the insurance industry. I also had to get my methodology reviewed by other people, to prove it was valid. It was hard, but in the end, my analysis stood up and my report was accepted as valid.

Every client and campaign is different. When one gets adept at building a measurement strategy, it becomes easier. Good luck with all your data.

While I agree with everything you said, Gini, I do believe that "the future of analytics" is a much bigger, broader question than being able to tell where one gets their referring traffic. In the context of Hubspot (of whom I'm a huge fan) and "inbound marketing," yes, you're right on the money. But in the bigger, broader question of "the future of analytics," it's not going to be what you measure or how you measure it, but the actual ANALYSIS of not only inbound links, but of user-behavior data, how that relates to not only PR, but UX, and things like mobile conversion metrics (something I'm surprised that people are only starting to get wind of) and what it all means -- how they relate to overall goals, the bottom line, etc. from a much more multifaceted approach.

As an aside, I agree with those who prefer the hand-held signs. Your handwriting is much more legible than mine, and I think it gave the video much more "personality." Loved it. :)

Man, a scripted video?! That just takes away all the fun! ;) I've actually used "props" like that before - I scribbled a message on a piece of paper. It was one of the first videos I did.

Good advice. I love the unique Twitter page idea...it's been on my to-do list for a LONG time. It's time to get that done already!

Scripted Gini = serious Gini!!!

I just attended a Google Analytics seminar in NYC with PPCNYC - you're spot on.

Great post Gini, and appropriate in a day and age where PR & social media folks no longer have a blank check (at least they shouldn't). Who in their right mind would embark on a PR/SM campaign in modern times without tying it into analytics? Measurement is is the only way I can tweak my strategies to be more effective.

FYI -- I don't clap when I get your Facebook question of the week. I whistle. Loudly.

Thanks Gini! It was great working with you and we appreciate you sharing the content (and the shout out!). - Amanda, Radian6 Community Manager

ginidietrich you know how much this makes my head spin:) The future of analytics?...I'm barely handling the present of analytics, haha! But even when my head's swimming with new information, I know it's sinking in. Love the vlog: love the props.

You get sort of crazy eyed at the end. It's awesome.

I like your props far better than something gussied up into a PowerPoint presentation that they don't deserve. Much, much better to keep the focus on you by holding something.

That aside, two things come to mind. The first is that this is the best argument against using Basefook as your biz website - you have no idea what is going on & never will. The second is that wordpress analytics can give you even more supplemental data on search terms, links in and out, and so on that make a great supplement for google analytics - which is another plug for using wordpress as a great biz site and the center of a social media strategy.

Leave it to me to comment first on something other than the topic- good penmanship. Mine has gone to hell, the hands that once filled out blue books with reckless abandon can't do that anymore. Too much time on the 'puter.

The big problem that I have seen with metrics is that people get caught up in stuff that really isn't relevant. The other challenge seems to be trying to measure "branding." Are people asking for a "soda" or for a "coke."