© Alex Gonçalves 2017

Alex Gonçalves, Social Media Analytics Strategy, https://doi.org/10.1007/978-1-4842-3102-9_2

2. From Data to Insights

Shaping Data to Work for Us

Alex Gonçalves

(1)Las Vegas, Nevada, USA

Insight is the holy grail of analytics. The faster we reach an insight, and the more relevant insights we have from a process of analysis, the more successful we can consider that process. To reach the insights we need, we shape the data into metrics, and then work with the metrics to find what we can from the data. Metrics can be seen as an interface between us, and our human way of understanding, and the raw data we are using.

Analytics are driven by metrics. Metrics are the building blocks for our analyses. A metric is a collection of data ...

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