Category Archive for: Analytics

Use IBM Watson Analytics for Advanced Social Media Insights

As marketers and communicators, we must always improve our social media results. Our stakeholders want more followers, more engagement, more clicks, and more ROI. Until now, we’ve been saddled with descriptive or diagnostic analytics: at best, we can identify what happened. We haven’t been able to explain why, or determine what to do next to…

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Key Marketing Lessons for PR Pros

In the spring of 2015, SHIFT launched its cutting-edge Marketing Technology Immersion (MTI) program to help the agency develop a better understanding of SHIFT’s data-driven approach to communications and client services. The program offers SHIFTers the opportunity to participate in an educational course that allows traditional PR pros like myself the chance to dip our…

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Don’t Be Outdated: Why It’s Important to Refresh Your Models

It’s becoming more fashionable to claim that your PR and marketing is “data-driven,” but what exactly does that mean? It means we evaluate our situation honestly, using the most unbiased tools at our disposal. This often means using data about our current market or audience to create a model. A model is simply a substitute…

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The Citizen Analyst Manifesto, Part 6: Ask boldly. Be forthright and unafraid

In this series, we explore what it means to be a citizen analyst, the values we stand for, and what qualities in the world we must adamantly stand against. Ask boldly. Be forthright and unafraid. To be bold is to be strong, direct. Boldness is standing in the center of a storm, knowing we are…

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SHIFT Archives: The Best of Q4 2015

As each year comes to a close, we like to sneak a peek into the SHIFT archives to see our content hits and misses. When devising a content strategy for a new year, it’s important to take note of what worked (and why) to plan what’s to come next year. Want to see how to…

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SHIFT Archives: The Best of Q2 2015

As each year comes to a close, we like to sneak a peek into the SHIFT archives to see our content hits and misses. When devising a content strategy for a new year, it’s important to take note of what worked (and why) to plan what’s to come next year. Want to see how to…

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An Analytics Christmas Carol

  Are your website numbers turning into a real Ebenezer Scrooge? Before your analytics start saying bah humbug maybe it’s time you were visited by the three spirits of analytics. Ghost of Analytics Past – Google Trends The Ghost of Christmas Past showed Scrooge how things used to be long ago. If your content marketing…

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How powerful are your influencers?

Over the past couple of weeks, I have the opportunity to work on a number of influencer analytics projects. One thing which has stood out consistently in all of my analyses is that influencers are not as powerful as we might think, necessitating greater care in choosing them. As part of our READ framework for…

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The Citizen Analyst Manifesto, Part 5: Seek truth in your data

In this series, we explore what it means to be a citizen analyst, what values you stand for, and what qualities in the world you adamantly must oppose. Seek truth in your data, yet not hold it too high. When we talk about data, we’re talking about truth. The truth that lies in a set…

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The Citizen Analyst Manifesto, Part 4: Speak humbly, but with insight

In this series, we explore what it means to be a citizen analyst, what values you stand for, and what qualities in the world you adamantly must oppose. Speak humbly, but with insight. We live in a world of informational recklessness. Data is twisted and perverted to serve specific purposes. Unsubstantiated claims are the norm.…

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