Post on 15-Jul-2015
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
Human side of socialmedia analytics
JIM STERNEEMETRICS SUMMIT & DIGITALANALYTICS ASSOCIATION
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
eMetrics Summit
Media Analytics Summit
Digital Analytics Association
Jim Sterne Human Side of Social Media
Analytics
Free Social Media Metrics books in the front rows
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
http://www.perceptualedge.com/blog/?p=820
Technical Side of Social Media Analytics
http://www.perceptualedge.com/blog/?p=820
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Technical Side of Social Media Analytics
How many people How many mentions How many minutes How many shares/retweets How many likes and dislikes
Human Side of Social Media
Analytics Measure
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Technical Side of Social Media Analytics
Human Side of Social Media
Analytics Measure Buzz
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Technical Side of Social Media Analytics
Human Side of Social Media
Analytics Measure Influencers
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Technical Side of Social Media Analytics
Human Side of Social Media
Analytics Measure Influencers
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Technical Side of Social Media Analytics
Human Side of Social Media
Analytics Measure Influential Topics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Technical Side of Social Media Analytics
Human Side of Social Media
Analytics Measure Sentiment
sarcasm, idiom, context, age, language, time, all of above
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Technical Side of Social Media Analytics
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Collection Cleansing Protection Deletion Ownership
Data Governance
Measure
Technical Side of Social Media Analytics
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Financial/Transactional 98% Customer Satisfaction 90% Online Behavior 75% Advertising Response Rates 70% Social Influence 70% Social Sentiment 65%
Data Governance Data Confidence
Measure
Technical Side of Social Media Analytics
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Extract, Transform, Load Munge Wrangle Transmute
Data Governance Data Confidence Data Integration
Measure
Technical Side of Social Media Analytics
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Data Governance Data Confidence Data Integration
Measure
Technical Side of Social Media Analytics
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Technical Side of Social Media Analytics
Human Side of Social Media
Analytics Measure
≠ Analysis
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Measure
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Human Side of Social Media
Analytics Measure
is all about goals
≠ Analysis
Defined – language
Specific – amount and time
Supported– politically aligned
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Human Side of Social Media
Analytics Analyze
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Human Side of Social Media
Analytics
Like Click Follow Visit Retweet Watch Post Join Comment Subscribe Rating Register Bookmark Survey Recommend Qualify
Social Web
Proxies for Goals
Analyze
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Recommended Purchased Interacted
Clicked Commented
Repeated
Rated
Saved
Saw
Buzz Value
Human Side of Social Media
Analytics Analyze
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Human Side of Social Media
Analytics
Impact of Social Efforts
Campbell Soup tweeted 72nd anniversary of Pearl Harbor AT&T and Build-a-Bear accused of capitalizing on 9/11 Kenneth Cole joked Arab Spring uprising due to their new spring collection DiGiorno Pizza responded to the #WhyIStay hashtag about domestic violence with, "You had pizza."
Analyze
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
The most exciting phrase that heralds new discoveries, is not Eureka! (I found it) but: Hmmm, that's funny - Isaac Asimov
Anomalies
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
The most exciting phrase that heralds new discoveries, is not Eureka! (I found it) but: Hmmm, that's funny - Isaac Asimov
Anomalies
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Anomalies Segmentation
Human Side of Social Media
Analytics
Everybody is different
Some people are similar
Find similarities
Test hypotheses about cohorts
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Anomalies Segmentation Reason Backwards
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Anomalies Segmentation Reason Backwards Avoid the traps
Do not use statistics as a drunken man uses lamp-posts – for support rather than for illumination - Andrew Lang
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Anomalies Segmentation Reason Backwards Avoid the traps
Cognitive Bias
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Anomalies Segmentation Reason Backwards Avoid the traps
Correlation is not causation
Churches cause alcoholism
Ice cream causes drownings
Smoking lengthens seniors’ lives
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Anomalies Segmentation Reason Backwards Avoid the traps
Correlation is not causation
Churches cause alcoholism
Ice cream causes drownings
Smoking lengthens seniors’ lives
Human Side of Social Media
Analytics
Spurious Correlations: tylervigen.com
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Anomalies Segmentation Reason Backwards Avoid the traps The art of the art
Human Side of Social Media
Analytics
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Human Side of Social Media
Analytics Anomalies Segmentation Reason Backwards Avoid the traps The art of the art
http://www.visual-literacy.org/periodic_table/periodic_table.html
http://extremepresentation.typepad.com/files/choosing-a-good-chart-09.pdf
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
Human Side of Social Media
Analytics
All models are wrong
some models are useful George Box
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
It’s not having the best answers
It’s asking the best questions
Human Side of Social Media
Analytics
It’s not having the right numbers
It’s deriving meaning from the numbers
Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org
eMetrics Summit
Media Analytics Summit
Digital Analytics Association
Jim Sterne
Free Social Media Metrics books in the front rows
Human Side of Social Media
Analytics
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
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