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Keynote: Mining for Ultraviolet Data and a New Approach to Social Media
What is Ultraviolet data (information which we either failed to collect, or which we have collected, but is not useful for analysis and insights) and how to work with it. The analogy of "ultraviolet" to cover platform capabilities (the unused features of software that most of us don't use, but which may be more valuable than the parts we do use).
Social Analytics - how we can improve the way Analysts and Stakeholders use platforms, and the data they get as a result, but adding a different approach to how Analytics is conducted, and who runs it.
The role of Analytics – the importance of a Chief Analytics Officer and the need for one in every agency, to better inform agency heads, stakeholders and clients of the best selection of vendors and the best use of the data, as crucial.
Marshall Sponder, Founder of WebMetrics Guru INC. and Author of Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics, US