Russ Merz, Eastern Michigan University, Professor, Research Scientist and Analytics Consultant
The Four 'M's
- ALGORITHMIC ATTRIBUTION
MODELS ARE ONLY AS GOOD
AS THE DATA INJECTED INTO
THEM: ALGORITHMS NEED
A VERIFIED FOUNDATION OF
ACCURATE DATA. - APPLY THE FOUR MS—
MAKE A STRATEGY,
MOVE ON IT, MEASURE
IT, MONETIZE IT.
“Without good models, it’s virtually impossible to allocate resources in a way that will have any true impact on ROI.”
Recently, I worked with a packaged goods company that had an active social media presence. Its goal was to figure out what effect its social media programs had in driving traffic to its website. To quantify this, we analyzed page views, time onsite, clicks, and other metrics with the aid of an analytics engine. We demonstrated positive, empirical linkages between the client’s social media activity and changes in website patterns. We even categorized social media conversation types and showed which ones most strongly influenced web activity.
This is an excerpt from Data Disruption. The eBook was generously sponsored by Mighty Guides.
