Are Your Twitter Analytics Tools Just 'Data Puking'?
If there’s one thing Twitter lends itself to (OK, two things, if you count brevity) it’s metrics. Twitter data can be sliced, diced, charted, graphed and turned inside out. But according to Google Analytics evangelist Avinash Kaushik, most of this data is useless for determining the value of your Twitter efforts.
In a very long but fascinating post on his Occam’s Razor blog, Kaushik quickly defines the problem:
Analysis of new social media channels has been hobbled by old world thinking, when it comes to marketing, from the world of Television and Magazines or, when it comes to measurement, from the world of traditional web analytics.
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