How to Use Analytics to Make Better Social Media Decisions

Neil Hoyne, the Chief Measurement Strategist at Google, joins the Social Pros podcast to talk about the untapped potential of data and how marketers and social pros alike can leverage it.

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Full Episode Details

Neil Hoyne, Chief Measurement Strategist at Google and author of the book Converted: The Data Driven Way to Win Consumers’ Hearts, is on the Social Pros podcast to address an issue plaguing most organizations today — what do we do with all this data?

Neil explains that the journey from one data driven decision to ten of them is a gradual and progressive one. He also discusses the need to use timely and relevant data on account of the dynamism of customer behavior.

Drawing from a few excerpts from his book, Neil answers seemingly simple but pertinent questions such as “why marketers don’t as the right questions” and “whether aspiring marketers should dabble in courses like psychology.”

In This Episode:

06:31 - What it takes to handle the monumental amount of data available today
10:16 - Neil highlights the importance of having real-time consumer data
13:15 - Three reasons why marketers don’t ask the right questions
16:07 - What prevents companies from embracing lifetime value
19:55 - How to demonstrate the lifetime value of social media without the math
22:41 - How social pros can successfully chase the same objective as other parts of an organization
26:02 - Neil’s take on whether social media practitioners should also do measurement and analytics
29:59 - Why Neil believes acquisition is the best way to build your business using social media
32:38 - Why all organizations need some semblance of a Chief Digital Officer role
34:46 - Why Neil advises marketing students to work across disciplines
37:08 – Neil’s top tip for those looking to become a social pro

Resources

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