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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!
Dennis Yu
Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations.
He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications.
Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries.
Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.