The document provides tips and strategies for marketing analytics from Apryl DeLancey, President of Social Age Media. It recommends starting with clear goals, focusing on key metrics like awareness, engagement, and conversion, and avoiding overcomplicating analyses. Data should be tested and visualized, and unnecessary data left out. The example of marketing to US audiences on behalf of Spain's tourism office increased US Facebook engagement for the account.

1. Summer 2015
Hello L.A.Marketing Analytics Group!
Apryl DeLancey, President & CEO of Social Age Media
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2. 2
About Me
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3. About Social Age Media
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4. Where do you start?
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5. Goals
✤ “ We need a Periscope strategy”
✤ “ We need to humanize our brand by providing
live, behind-the-scenes video content”
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6. Analysis Paralysis
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7. TheThree Marketing Metrics
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Awareness
Engagement
Conversion

8. From 60 to 15
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9. Data Has No Feelings
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10. What’s Important?
✤ If all of it is important, none of it is important
✤ Which metrics/KPIs tell the story or measure progress
toward the goal?
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11. A Data Scientist’s Best Friend
A simple model that fits the data well
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12. Unnecessary Complexities
✤ We know how to make an ARIMA model, let’s do it
✤ We can find out if our followers like red or white wine
✤ We can get all of the verbatims from a social media
platform in the appendix and analyze them
✤ There is no prize for confusing your audience
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13. TestYour Data
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14. There’s AlwaysThe Appendix
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15. “Our Sales Are
Down!”
Are they?
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16. Graph It!
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17. Spain in USA
The Tourism Office of Spain
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18. Facebook
Engagement by Country
✤ The number of US individuals is in blue and the number of individuals from Spain is in red, note the rise in US engagement.
✤ When Social Age Media took over there was a substantial amount of individuals from Spain engaging with the content, almost as many as
US consumers.
✤ The account was talking to the Spanish consumers so we changed the tone completely to match US interests.
✤ Now, the Facebook account is talking directly to the US market and they are talking back by engaging with the account at unprecedented
rates with the largest cities in the country most engaged: Los Angeles, New York, Miami, Chicago.
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19. Summary
✤ Start with your goals
✤ Decide which metrics report on progress toward those goals
✤ Keep in mind that most everything boils down to awareness, engagement and conversion in the marketing
world
✤ Avoid analysis paralysis - when someone doesn’t know what they’re doing they throw all the data and lots of
graphs at you, don’t be THAT analyst
✤ Remember: data has no feelings, it won’t be sad if you leave some of it out
✤ Occam’s Razor is a data scientist’s best friend
✤ Give every piece of data the “so what?” or “who cares?” test
✤ Use an appendix if you must, but keep that to important data as well
✤ Visualize, visualize, visualize - it will help you make decisions
✤ Before you try to deal with big data make sure you completely understand the right data
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20. Resources
✤ Mico Yuk - BI Brainz - Analytics on Fire Blog
✤ http://bibrainz.com/aof/
✤ Forget Big Data, Start With The Right Data
✤ http://www.huffingtonpost.com/apryl-delancey/forget-big-data-start-wit_b_8072872.html
✤ Social Media Attribution Models
✤ http://www.socialagemedia.com/social-media-attribution-models/
✤ Other articles on keeping it simple
✤ http://data-informed.com/for-analytics-to-have-an-impact-keep-it-simple/
✤ http://syntasa.com/the-k-i-s-s-principle-in-marketing-analytics-keep-it-simple-and-smart/
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21. Apryl DeLancey, President
Social Age Media
www.socialagemedia.com
info@socialagemedia.com
T: @social_age
IG: @socialage