AGBeat Columnist: Rebecca Denison
Rebecca is a passionate UNC graduate, and a biochemist-turned-communications professional, she spends her days as a senior social media analyst at Digitas in Chicago, specialized social media monitoring and measurement best practices. She is continually excited to explore additional facets of digital measurement like traditional Web analytics, search metrics and integrated data models.
Social media is a research tool, not a crystal ball
A flawed social media trend As social media monitoring tools like Radian6 and Crimson Hexagon have become more popular with companies and agencies alike, it seems everyone has started to assume they can use social media to predict the future be it the future of box office sales or political races. While in some cases there may in fact be ...
Digital media measurement terms defined
Digital measurement terminology With the growth of digital and social marketing, there seems to be a proliferation of terms and names for metrics that should be simple. But all of the terminology can become quite confusing, and it really just muddles the data. Should pageviews and views be the same number? What’s realistically comparable to a unique visitor? Impressions? And ...
Data, data everywhere, but demographics remain extremely elusive
But don’t social networks track everything? It’s not secret that social media users generate a great deal of data. Big data. Take a tweet, for example. Each time one 140-character message is sent out, dozens of pieces of metadata are connected with it. Even with so much data being generated and collected, it’s still difficult to find reliable and complete ...
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The obsession over social media shares – is quality or quantity better?
Quality over quantity? We’ve all heard some iteration of the phrase, “it’s the quality, not the quantity, that truly matters.” But do you really believe it? As far as measurement is concerned, you absolutely should. Let’s consider two examples that I’ve been stewing over lately: frequency and number of social shares and the surge in traffic from StumbleUpon. Campaigns and ...
The data analyst of the future: why you’ll want to hire them and how to find one
Astonishing numbers about the impending need McKinsey & Company released a report about the overwhelming amount of data being created by the Internet, called “Big Data.” With the new data coming at us at all times, McKinsey predicted that nearly 200,000 specialists will be needed in the coming years to make sense of it. Who are these specialists? They will ...
Social media measurement – comparing hogwash to tripe won’t help you
The shiny objet du jour Social media measurement seems to be the shiny object holding everyone’s attention this year. And all sorts of folks are weighing in with their experiences and opinions, whether based on years of experience or their first time around the block. As we all try to figure out what works, we’ll have to slog through a ...
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