What we most need now is to become an informed and educated consumer of data; it is only when we have the right information that we can make better and more actionable decisions with it.
As this year begins, consider how analytics, content creation and form have blended into complete and self-contained products.
Just a few years ago, when I started to teach analytics literacy within social media, it was simpler to have students focus on each social media channel and develop ways to extract the relevant information generated in each channel. As we begin 2014, I have begun to see the world I live and interoperate within has been rapidly converging, driven by what the Gartner group calls the "Nexus of Forces."
With this in mind, what we most need now is to become an informed and educated consumer of data; it is only when we have the right information that we can make better and more actionable decisions with it. Here are some examples of where being well informed makes a big difference in opportunities to leverage the data:
But convergences in technology comes with its own issues. For example:
As we navigate this New Year, I believe we need to develop an "Info-Literacy" surrounding various new technologies and products. This literacy will ultimately become the main driver of convergence.
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For over a decade Marshall Sponder has influenced the development of the digital analytics industry with his WebMetricsGuru writings that focus on social media metrics, analytics and media convergence. He also possesses considerable in-house corporate experience with roles at IBM, Monster.com, Porter Novelli, and WCG while continuing to work with start-ups. Marshall is a Board Member Emeritus at the Web Analytics Association (DAA) and teaches Web Intelligence at Rutgers University and Baruch Business College. Marshall is the author of "Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics," published by McGraw-Hill in 2011.
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