The second keynote of the day was from Vipin Mayar of MRM Worldwide who covered “The State of Social Media Metrics”.
Vipin started off with some basics about measurement
- The first issue is the problem of data abundance. There’s so much data out there, how do you gain value from it?
- The second issue is that there’s a cornucopia of measurements — make sure they focus on what can create actionable results.
He gave an example of the topic of depression. There was a desire to understand when people are most depressed. Dr. Cliff Arnall did research and found out the based on factors like weather, debt, etc. declared that January 22 was the most depressing day of the year. But new data shows that based on search volume, searches on April 16 were the highest for the year for the term “depression”. So he says “data is the new sexy”, but you have to know how to use it.