Analytics, Data and intuition; the fine balance in audience engagement

Everyone talks about data like it's the magic buzz word, it's the robust tool to build a business, a media strategy, a following which will translate to big views, and big bucks. Not so, I say.

Many people think data a superior indicator.
Often CEO and VC’s make hard financial decisions sometimes on data and analytic metrics.

Even news agencies are steering their editorial plans on the metrics of high data feedback.

What if I told you data and analytics are only part of the solution, and sometimes misleading altogether?

There’s a comfort with having hard numbers in your hand, but too many VC’s, Editors and execs sign off expensive media campaigns based purely on data, the trick is to understand it’s a moving target, let me explain.

Just because engagement is high, doesn’t mean you’re doing well.

I’ve seen some journalists state on social media the reach they managed to have when they worked for the BBC, they were able to generate a great number of views to pieces.

I have no doubt they are talented and great at social media engagement, but there are several reasons why engagement is high.

Let’s look at the obvious:

The BBC is a global brand name, they already garner trust and respect…