At the 10th anniversary Social Media Camp event, I led a panel with Fiona Birch, Mike Gingerich and Sean Moffitt, where we discussed how analytics can (and will) trip you up if you don't have your priorities in order. This deck only represents the "how they are a lie" part, not the solutions we discussed, but I thought it would still be pretty good to share.

1. LIE
tara hunt - fionna birch - mike gingerich - sean moffitt
#SMCamp
April 26, 2019
AREA
big fat
METRICS

3. Impressions + Reach are a lie:

4. doesn’t matter
[cause they are a lie]

5. Engagement is a lie:

6. Conversions are a lie:
“While our research revealed that
travellers do most of their trip planning
and research online, one in three
travellers still book offline...though
one-third of all travellers’ research
happened on mobile, only 13%
actually booked on mobile.”
Think with Google, 2017

7. These lies are hurting all of us...
The lies hurt:
● brands by focusing on short-term results
and hurting their long-term growth
● marketers by making us confused and
irrelevant
● ad platforms by creating an unrealistic
expectation of performance
● customers by creating a bunch of
ridiculous noise, making it even more
difficult to find what we’re looking for

8. So...what isn’t a lie?
[introducing the panelists]

9. Fiona Birch

10. Mike Gingerich

11. Sean Moffitt

12. thank you.
truly.
Tara Hunt, CEO + Partner
@missrogue
www.trulyinc.com