Category Archive for: Metrics

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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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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State of Social Q3 2015: Twitter Flatlines Growth

The 140 character social network released its Q3 2015 earnings. How is everyone’s favorite blue bird doing? Growth The growth story is what has investors spooked: growth in the user base has been flat for the last two quarters. As shown above, the growth in the last two quarters hasn’t even cracked 1%. Mobile growth…

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How to help sales and PR speak the same language

What’s the ROI of PR? It depends on who you ask. If you ask a sales manager or a VP of sales, they’re liable to give you a very different answer than the VP of communications, and the answer may not always be pleasant or positive. Why is this the case, when there are ways…

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What Facebook Dislikes Could Mean for Data-Driven Marketers

The Internet is abuzz with Facebook’s latest ‘innovation’, the dislike button (or something like it). Despite CEO Mark Zuckerberg’s fervent wish that it not be used to turn Facebook into a troll haven of downvotes, there’s a good chance that some users will use it expressly for that purpose. Says Zuckerberg via CNBC: ‘”People have…

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How to measure understanding with Google Analytics

During our INBOUND15 talk on How to Measure the Value of PR in the 21st Century, one audience member raised this fascinating question: “How do you measure understanding, and where does it fit in the PR funnel?” Understanding and comprehension are an integral part of purchase consideration, to be sure. However, understanding is not something…

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The Debrief: The Metrics Execs Want To See

Anyone who’s worked on a product launch or re-branding project knows the time and effort that goes into the big reveal, but the work doesn’t stop there. After the news hits is when the fun begins…REPORTING! From social media on-site analytics to third party data aggregators, we as marketers and communicators have SO MUCH DATA…

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