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Of Measurement and Analytics

Ranjani Raghupathi


Irrespective of what your business objectives might be, measurement and analytics are the modern marketer’s short cut to achieving goals. This week’s Analyst Debrief takes a look at how to measure audience reach better, and get smarter with social analytics.

NielsenChasing Audience Measurement
To get more efficient at exposing target audience to content, Nielsen says leverageing multi-screen advertising is crucial. In an age when people are consuming content across a variety of screens, to avoid hitting the same person twice with a singular campaign and to become consistent with measuring audience reach, this is a must read for marketers. 
Gartner – Your Social Analytics Are (Probably) All Wrong
A lot of things can skew your social media measurement – hidden posts, weighing actions across different social networks uneqally, etc. In order to avoid misleading metrics, make a note of five common causes of skewed metrics according to this Gartner blog post.
Here at Unmetric, we believe in holistic measurement of all social netrworks with customizable and smart metrics so you only measure what’s most important. We believe analytics comes a full circle – begin with analyzing your own pages, comparing them with competitors and end by improving and ideating for your next campaign. 

In this weekly series, we do a roundup of reports from analyst groups like Altimeter, Bain, Gartner, McKinsey, Nielsen and others, showcasing the ones most relevant to today’s digital marketer and digital communicator.

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