Ask, Measure, Learn: Using Social Media Analytics to by Lutz Finger

By Lutz Finger

You can degree essentially whatever within the age of social media, but when you don’t recognize what you’re trying to find, gathering mountains of information won’t yield a grain of perception. This non-technical advisor indicates you the way to extract major enterprise price from vast info with Ask-Measure-Learn, a procedure that is helping you ask the fitting questions, degree the correct facts, after which examine from the consequences.

Authors Lutz Finger and Soumitra Dutta initially devised the program to aid governments and NGOs sift via volumes of information. With this e-book, those specialists offer company managers and analysts with a high-level evaluate of the Ask-Measure-Learn process, and exhibit particular how you can observe social media analytics to advertising and marketing, revenues, public family members, and consumer administration, utilizing examples and case studies.

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The paradox is that the more we move away from a clear formulation of an intent (for example, by querying a search engine), the more difficult it will be to actually understand intent. There are, however, clues to make intent visible: Information intake Leads to behavioral targeting—for example, if I start actively reading about cars, I am more likely to have the intent to buy one. Engagement Leads to social targeting—if I start talking to people about buying a new car, I might really do so soon.

The paradox is that the more we move away from a clear formulation of an intent (for example, by querying a search engine), the more difficult it will be to actually understand intent. There are, however, clues to make intent visible: Information intake Leads to behavioral targeting—for example, if I start actively reading about cars, I am more likely to have the intent to buy one. Engagement Leads to social targeting—if I start talking to people about buying a new car, I might really do so soon.

Moreover, this phenomenon is still in its early days: perhaps if you have hundreds of billion of likes, you may be able to map out something as diverse as the human interest effectively. Nevertheless, many companies try to build a business on this. Circle Me is, for example, a young Italian startup founded by Giuseppe D’Antonio. Their major business model is to collect likes from all different sources, of which Facebook could be only one. As we will see in the next chapters, neither likes nor friends truly reveal our intentions, so to have a collection of likes will be mainly useful for brand awareness purposes, as described previously.

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