Your social data is among the most malleable marketing assets you will ever use. It can provide the foundation for virtually any strategy and aid in the ongoing optimization of any program. It can be the guiding light that constantly helps you grow your audience and your brand. This gives enormous credence to the data. So what should marketers pay attention to when it comes to these stats in order to start profiting from them in more valuable ways? Let me start this list of metrics by pointing out that when I say data is malleable, I mean it. Marketers should realize that the items listed here are just a few of the amazing ways data can provide insight. With that in mind, let's take a look at some of these key data metrics. Outliers Perhaps the most valuable indicator of importance is outliers in your datasets.
When pulling raw data from any of your fax list multiple data sources (e.g. web data, CRM data, social channels or tools, etc.), run a simple linear regression and analyze your data for outliers (usually within a 5-10% margin of error) will give you great insight into where you are seeing some success and where you might be missing out. 6 Key Social Data Metrics Marketers Should Monitor | SEJ As for the types of datasets you should watch for outliers, that entirely depends on what you're trying to understand. You might be watching for outliers in your engagement stats (of course, make sure you have a clear definition of what engagement is first), conversions, clicks, or audience data . . Advertising Continue reading below Audience clusters One of the most interesting aspects of social media (and, in this case, social data) is the level of detail provided by your audience members.
Unlike surveys, questionnaires, or even censuses, when it comes to social media audience profiles, you get answers to questions about your audience that you didn't even know you had. When you scale this up (with audiences of hundreds of thousands or millions), it means the ability to create small audience groups that belong to certain hyper-targeted groups. When identifying a high-performing campaign or piece of content, an analysis of the specifics of the engaged audience is essential. This data will help provide a foundation for things like content strategies and editorial calendars, and simply help you execute more effective marketing strategies. Look at the audience that converts and determine the correlations that can help you better position your brand and better invest your resources for the best possible return.