Human side of social media analytics, presented by Jim Sterne

SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

Human side of socialmedia analytics

JIM STERNEEMETRICS SUMMIT & DIGITALANALYTICS ASSOCIATION

Jim Sterne – [email protected] – @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


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



How many people How many mentions How many minutes How many shares/retweets How many likes and dislikes


Analytics Measure




Analytics Measure Buzz




Analytics Measure Influencers




Analytics Measure Influential Topics




Analytics Measure Sentiment

sarcasm, idiom, context, age, language, time, all of above




Analytics


Collection Cleansing Protection Deletion Ownership

Data Governance

Measure



Analytics


Financial/Transactional 98% Customer Satisfaction 90% Online Behavior 75% Advertising Response Rates 70% Social Influence 70% Social Sentiment 65%

Data Governance Data Confidence

Measure



Analytics


Extract, Transform, Load Munge Wrangle Transmute

Data Governance Data Confidence Data Integration

Measure



Analytics


Data Governance Data Confidence Data Integration

Measure



Analytics




Analytics Measure

≠ Analysis


Measure


Analytics



Analytics



Analytics Measure

is all about goals

≠ Analysis

Defined – language

Specific – amount and time

Supported– politically aligned



Analytics Analyze



Analytics

Like Click Follow Visit Retweet Watch Post Join Comment Subscribe Rating Register Bookmark Survey Recommend Qualify

Social Web

Proxies for Goals

Analyze


Recommended Purchased Interacted

Clicked Commented

Repeated

Rated

Saved

Saw

Buzz Value


Analytics Analyze



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


The most exciting phrase that heralds new discoveries, is not Eureka! (I found it) but: Hmmm, that's funny - Isaac Asimov

Anomalies


Analytics


Anomalies Segmentation


Analytics

Everybody is different

Some people are similar

Find similarities

Test hypotheses about cohorts


Anomalies Segmentation Reason Backwards


Analytics


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


Analytics



Cognitive Bias


Analytics



Correlation is not causation

Churches cause alcoholism

Ice cream causes drownings

Smoking lengthens seniors’ lives


Analytics



Correlation is not causation

Churches cause alcoholism

Ice cream causes drownings

Smoking lengthens seniors’ lives


Analytics

Spurious Correlations: tylervigen.com


Anomalies Segmentation Reason Backwards Avoid the traps The art of the art


Analytics



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



Analytics

All models are wrong

some models are useful George Box


It’s not having the best answers

It’s asking the best questions


Analytics

It’s not having the right numbers

It’s deriving meaning from the numbers


eMetrics Summit

Media Analytics Summit

Digital Analytics Association

Jim Sterne

Free Social Media Metrics books in the front rows


Analytics

SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

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Human side of social media analytics, presented by Jim Sterne

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