One of the most common questions I've come across is…
Every week there’s a conversation about analytics, online and social media monitoring, and more and more, we’re identifying the long list of problems associated with it. Here’s my approach to social media monitoring:
- Analytics should be about outcomes, not just outputs
- We’re looking for trends and not absolute values
- Correlation is a dangerous notion
- Reasoning and understanding is key
And here’s a man who puts all this better than I ever will.