In our recent marketing tech finance report, we saw that investment in the 2,400 martech companies we track for VB research went massively and disproportionately into analytics.
Clearly, marketers bombarded with data are dying for simple insights.
It’s appropriate then, that social media management firm Socialbakers is announcing analytics, more analytics, and even more analytics today at Engage 2015 in Prague.
“We’re using barely 10 percent of the data that’s out there right now,” Socialbakers CEO Jan Rezab said on stage, adding that changes in how we collect and use data are ushering in the modern equivalent of a new industrial revolution, and leading to massive, outsize valuations in young startups. “The road ahead is to use the 90 percent.”
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Included are at least five new capabilities:
- a new Instagram analytics dashboard
- an integration of digital ads and analytics which will help brands improve their ads in real-time via data on effectiveness
- video analytics on plays and completions, in addition to total views, across both Facebook and YouTube
- analytics on Sina Weibo via an exclusive partnership
- paid post detection so brands can tell when their competitors are boosting their posts, how that is helping them, and how much they’re paying
The goal is not to learn more about social media, Rezab said. The number of views you have on YouTube, for instance, can be irrelevant to your overall financial and brand success. The goal, instead, is to bring that data into the organization and use it to transform processes like HR, like product development, like marketing.
Part of the new release is a new dashboard and “command center” which will allow brands to view all of their key data in one place, whether on the smartphone or desktop.
The Sina Weibo strategic partnership is particularly interesting. The Chinese Twitter-like social network, which boasts well over half a billion users, will be releasing a joint product with Socialbakers.
Rezab shared very few details on the product, but it looks to be an analytics product on the Chinese Twitter. (More details on this later today.)
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Social media: Socialbakers announces analytics, analytics, and more analytics (and Sina Weibo deal)
from VentureBeat » Social Media Companies | Social Network News | VentureBeat http://ift.tt/1AmOqnN
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