First off, it’s just awful.
But the other reason is that you might not have enough data to have anything meaningful to look at.
We’re known for doing beautiful real-time visualizations (that’s a live link to 1% of everything happening on twitter. But for most companies, if we monitor your mentions real-time, you’ll be waiting a long time between tweets.
We’re also known for complex affinity analysis– to say people who like A also like B. Then we split this out by 92 different countries to see how your brand performs by language and geography. But if you have customers mainly in one city, only one Facebook page, and only one product– the fancy analytics here don’t mean a thing.
There just isn’t enough data there to do social affinity– it’s just not physically possible.
The same thing is true for small websites using Google Analytics. If there are only a few pageviews a day, there’s just not much analysis possible, unfortunately.
Some clients ask us to fudge the metrics to make them look good. We’d rather focus on taking rapid, intelligent action than to sweep things under the rug.
So if you’re a start-up or small business, focus not on big data, but on big action.
Then people will buy from you regardless of your name or what the pretty charts say!
About the Author
Dennis Yu is the Chief Executive Officer of BlitzMetrics, a digital marketing company that partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone. He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, CNN, Fox News, and CBS Evening News. He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as the London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70-mile ultramarathon. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at email@example.com