Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:
 

plus

 
Plus Report - By Thomas Baekdal - July 2012

The Future of Analytics And The Trend of Demonstrable Causation

The Trend of Demonstrable Causation is completely changing everything we used to know. It is invalidating the very foundation of which we today measure interactions. You cannot fix this by adding features.

There are two extremely important trends happening in the world of analytics. The first one is the Trend of Demonstrable Causation. The analytics world has realized that it simply isn't good enough just to look at an activity between points. Call it the no-bullshit-analytics, where each result must be based on real people, doing real things, and for real reasons.

We see this trend all around us. In Google Analytics we now have incredibly advanced tools around conversion funnels and goal tracking ...and even more fun when it comes to custom reports. And analytic tools like KissMetric take it a step further.

We are starting to see the same in social analytics. In the past, most social tools only measured activity (which produces useless results), but now we are measuring people. Facebook Insights, for instance, doesn't measure views, it measures people who viewed. It's a small but very important difference. For instance, if your post had 800 views, but you only sold 2 products, you might think you only had a 0.25% conversion rate. But if you are told that those 800 views were actually only 40 people, your conversion rate is suddenly 5%.

It's the same data, but one focuses on activity (views) while the other focuses on people. One is meaningless and widely misleading. The other is relevant and valuable.

Of course, Facebook is far from perfect. After many people complained about how they use EdgeRank to force people to buy promoted posts (myself included), Facebook decided to remove the stats that indicated just what percentage of your fans is seeing your posts. Not a good move by Facebook. One should never remove relevant analytics just because it's 'inconvenient'.

But the Trend of Demonstrable Causation is very exciting, but it's also troubling for many businesses. Once you start focusing on the real cause of data, you will also find answers that you don't want to hear.

 
This 27 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

Subscribe
for just...
$9
MONTH
Subscribe
for just...
$99
YEAR
You get one month for free

 

Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.

As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.

I'm a company, can we pay via an invoice?

Yes, of course, please write to plus@baekdal.com and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.

Is there an Enterprise Plan?

Yes, please write to plus@baekdal.com for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).

Can you create a report just for us?

Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.

 

 
 
 

The Baekdal Plus Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé

 

—   trends   —

plus

trends:
Live TV Piracy: Cable TV's 'Music' Moment

free

trends:
Facebook may not be the Right Market for Publishers, but it is for Facebook

plus

trends:
Redefining how we Talk About and Categorize the Media

free

trends:
There is so Much Positivity in the Digital World of Media

free

trends:
Why do YouTubers Hate Journalists, and Should Publishers Pay Their Sources?

plus

trends:
The Media Trends to Care about in 2018-2023