Chapter Two – Targeting Your Customers
If "profile targeting" is identifying members of a group using context, "neuro-targeted" is about streamlining costs/timing of impressions—
TheDigitalGrapevine (@TDGv) December 05, 2011
Chapter 2 of Marshall Sponder’s Social Media Analytics was supposed to be about “Using Data to Find Your Customer”
I actually finished reading Chapter 2 on the same night as I blogged about Chapter 1. I was tempted to blog about it on the same night, but needed to put it down to make sure I wanted to post what was truly on my mind about that chapter.
You see, I was looking forward to this chapter. It is important to target your customers. It is even more important to use the data that is available to you to ensure they are truly a potential customer as opposed to just another unqualified lead.
Unfortunately, what I got instead was what felt like an infomercial for Integrasco. Eight pages of the Twenty in this chapter were dedicated to recounting “The Integrasco Story”.
Maybe it was the fact that Seven of the other pages were Case Studies, but I left the chapter feeling like a huge opportunity was missed in a key topic relevant to Social Media Analytics.
What I did get however out of this chapter, which I deemed valuable, was that all analytics are at the mercy of their collection system.