Analytics: The Signal and the Noise

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.



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