Advanced Analytics

In social media, Advanced Analytics means using sophisticated tools and methods to get richer insights and find deeper patterns and trends in the enormous amounts of data generated by users across various platforms. It is a huge step beyond the basic metrics we used to rely on, like counts of likes or shares or followers, when trying to gauge how well a brand was doing. These days, businesses, brands, and marketers expect much more from their analytics.

We are now also doing 'predictive analytics,' which means we are trying to figure out not just what is happening at the moment but also what is likely to happen next, and 'prescriptive analytics,' which means we are doing our best to understand the 'why' and identify the specific strategies and tactics that can help us optimize our performance right now and in the immediate future. To fulfill these expectations, we are using much more powerful techniques and tools. Some of these are so new and different that they are referred to using terms like 'machine learning' or 'artificial intelligence,' but in some sense, they really just amount to finding more advanced ways to use the Data we already have.