The document discusses the importance of insights over facts and observations from analytics. It emphasizes that insights can reveal why things are happening, while facts and observations only describe what is happening. Insights are useful for informing future actions, while facts and observations alone are not. The document also provides some tools to help analysts move from observations to insights to drive meaningful actions.

1. THE MOST
IMPORTANT
LESSON IN
SOCIAL
ANALYTICS Kelvin Newman
Marketing Director at SiteVisibility
Founder of brightonSEO
@kelvinnewman

2.
searchmarketingexpo.com
@KelvinNewman
A multi-disciplinary digital marketing
agency with more than a decade’s
experience in search.
www.sitevisibility.com
Website:
#SMX #X24A

3. WE ORGANISE BRIGHTONSEO
where thousands SEOs a year
come to learn how to do their
jobs better.
searchmarketingexpo.com
@KelvinNewman

4.
searchmarketingexpo.com
@KelvinNewman
Do you already have the
Google Analytics
Individual
Qualification?

5.
searchmarketingexpo.com
@KelvinNewman
This presentation won’t
teach you new tactical
or technical details.

6.
searchmarketingexpo.com
@KelvinNewman
It will concentrate
on a subtle and
important, but often
overlooked, aspect of
analytics

7.
searchmarketingexpo.com
@KelvinNewman
Why do we
measure
things?

8.
searchmarketingexpo.com
@KelvinNewman
Because
I have
to?

9.
searchmarketingexpo.com
@KelvinNewman
NOT GOOD
ENOUGH

10.
searchmarketingexpo.com
@KelvinNewman
To see if we’re doing a good job

11.
searchmarketingexpo.com
@KelvinNewman
BETTER

12.
searchmarketingexpo.com
@KelvinNewman
To know what to do in
the future

13.
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@KelvinNewman
PERFECT

14.
searchmarketingexpo.com
@KelvinNewman
There’s a difference between a
fact, an observation and an
insight.

15.
searchmarketingexpo.com
@KelvinNewman
Fact
People tend to feed their cats
twice a day.

16.
searchmarketingexpo.com
@KelvinNewman
Observation
They tend to feed them at
breakfast and dinner time.

17.
searchmarketingexpo.com
@KelvinNewman
Insight
People feel guilty eating in front
of their pets

18.
searchmarketingexpo.com
@KelvinNewman
Fact
Twice as many people search for
contact lenses in October
compared to September.

19.
searchmarketingexpo.com
@KelvinNewman
Observation
That trend is followed by the
search term “coloured contact
lenses”

20.
searchmarketingexpo.com
@KelvinNewman
Insight
Halloween drives interest in
coloured and normal contact
lenses.

21.
searchmarketingexpo.com
@KelvinNewman
Fact
The Conservative Party got
36.9% of the popular vote

22.
searchmarketingexpo.com
@KelvinNewman
Observation
Labour made a net loss of 26
seats.
Conservatives gained 24.

23.
searchmarketingexpo.com
@KelvinNewman
Insight
People in Labour vs.
Conservative marginals didn’t
trust Labour on the economy
and other issues.

24.
searchmarketingexpo.com
@KelvinNewman
Facts and observations are nice,
but only insights are useful.

25.
searchmarketingexpo.com
@KelvinNewman
You’ll note you cannot argue
with Facts and Observations.
You can with insights.

26.
searchmarketingexpo.com
@KelvinNewman
Human Truth Market Truth
Product TruthBrand Truth
What we’re looking for?

27.
searchmarketingexpo.com
@KelvinNewman
Insight is great, but worthless
compared to action

28.
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@KelvinNewman
Some tools to make your life
easier

29.
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@KelvinNewman
Automated “natural” language
analytics commentary
https://quillengage.narrativescience.com/

30.
searchmarketingexpo.com
@KelvinNewman
Somebody has probably already
created that dashboard or
report already
https://www.google.com/analytics/gallery/#landing/start/

31.
searchmarketingexpo.com
@KelvinNewman
A nice free-ish Twitter Analysis
I’ve not seen mentioned much
http://keyhole.co/

32.
searchmarketingexpo.com
@KelvinNewman
Get a sense of the questions
people are asking
http://answerthepublic.com/

33.
searchmarketingexpo.com
@KelvinNewman
Understand a Twitter User in
seconds
http://crowdriff.com/riffle/#

34.
searchmarketingexpo.com
@KelvinNewman
Never forget
McNamara
Fallacy
#SMX #X24A

35.
searchmarketingexpo.com
@KelvinNewman
McNamara Fallacy
We have a tendency to make
the measurable important
rather than the important
measurable
#SMX #X24A