Category Archive for: Metrics

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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Why automated sentiment analysis is broken and how to fix it

One of the most difficult challenges reporting and analytics face in public relations measurement is sentiment analysis. Machines attempt textual analysis of sentiment all the time; more often than not, it goes horribly wrong. How does it go wrong? Machines are incapable of understanding context. Here’s why. Machines are typically programmed to look for certain…

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Does social media sharing matter?

On virtually every site you visit on the Internet, you’ll find social media sharing icons. Share! Pin! Tweet! Like! Do these activities matter? Does all of that sharing create any kind of tangible benefit for the site? Instinct would say yes, but we cannot run a marketing department on instinct alone. To answer this question,…

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How to Build a Data-Driven Public Speaking Program

We’ve covered the basics of public speaking here on the SHIFT blog before. However, many speakers still feel unprepared when facing an important event or talk. How can we better be ready for key talks and events? Rather than just wing it or have a purely canned talk that may not be relevant to the…

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How to use Twitter Audience Insights for Marketing

Twitter just rolled out its Audience Insights tool to all Twitter Analytics and Ads users. How can it benefit your marketing and communications program? What It Tells You Inside Twitter’s Audience Insights, you’ll find some very familiar data points, assuming you’ve worked with other demographics tools. Currently, you can broadly look at all Twitter users…

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