How To Measure Social Engagement with Analytics: An Interview with Korey Lee

This post was originally published on Mint.

Most business and website owners acknowledge the importance of collecting data about their site’s traffic, but when it comes to actually analyzing all those numbers, well, that’s a different story.

Korey Lee, CIO for data aggregator SumAll, says the biggest pain point these days for everyone from small businesses to multibillion dollar brands is understanding the impact and effectiveness of their social media campaigns. This includes how to measure social engagement using those analytics.

And tied to this is finding methods to aggregate the dozens if not hundreds of different Facebook, Twitter and Google Analytics accounts across several subsidiaries, site properties, or brands.

It’s no easy feat.

For traditional analysts, it can take days if not weeks to export, aggregate, collage and clean data on behalf of different brands. But a tool like SumAll can automatically import dozens of data platforms in minutes and then update these data streams in real time.

For instance, Lee says Starbucks uses SumAll across dozens of country-specific social media sites, and consequently can get a quick and easy view of their social presence and impact internationally rather than just country by country.

“Most importantly, perhaps, we realize that business owners are incredibly busy running their businesses,” he says. “Our vision is to help businesses of all sizes make better decisions from their data without having to spend hours poring over spreadsheets, writing queries or haggling engineers to get back at their data.”

We recently checked in with Korey to learn more about SumAll and get his advice on how to leverage analytics in order to increase a brand’s reach. Here’s what he had to say: Read on …


How to Get More Done By Working Less

Would you believe me if I said the secret to my success was working less?

Our society is addicted to doing more, becoming hyper-productive, and getting an insane amount of stuff done.

Many CEOs wake up at dawn and work 16-hour days. Just look at the productivity industry. We hire consultants and buy timesaving software and gadgets. We research life hacks and read one productivity book after another. If we could find a way to function optimally on two hours of sleep every night, we would do it.

But in my case, working less — not more — helped me to build a second business that ended up being more successful than my first. Read on …


How the World Cup Is Giving American Marketers a Global Audience

For online marketers, the World Cup is the biggest sporting event around. Thanks to the international nature of the games, the World Cup – even if soccer isn’t America’s national sport – means more to American companies than the World Series, Super Bowl, Stanley Cup, and Olympics combined. The international nature of the internet means that American marketers have global audiences, and there’s one big additional difference with this World Cup. Compared to the 2010 matches in South Africa, the 2014 World Cup has a massive global mobile audience… and this makes all the difference in the world.

To give just one example, McDonald’s unveiled the world’s first globally promoted trend for the World Cup. #Fryfutbol is a globally promoted McDonald’s campaign centered around sponsored tweets in 57 different countries. The campaign, which launched on June 12, will extend well into July in a quest to get global customers to associate McDonald’s with the World Cup. Atif Ratiq, McDonald’s chief digital officer, told TechCrunch that “Twitter has become a companion to live viewing, especially during major sporting events like the World Cup. Through our activation on Twitter, using the hashtag #FryFutbol, fans can connect in real-time during the tournament and join the conversation and excitement surrounding the World Cup.” Read on …


Introducing Emma for SumAll

With the new Emma integration for SumAll, now you can connect your e-mail campaigns with all of your key business data.

Emma’s SumAll integration enables you to track your opens, clicks, signups and more alongside all of your key business data – all in one place.

The integration makes connecting and comparing your marketing data across platforms easier than ever. See how your e-mail campaigns drive traffic to your website, and how that impacts sales, right next to how your marketing efforts affect your social media presence. Read on …


Announcing SumAll Alerts for Twitter

Cats are notoriously water-phobic, so why no one has invented an umbrella for them is beyond me (besides the fact that cats don’t understand the concept of currency and the whole opposable thumb thing). But, being the evolved species that we are (man, thumbs are awesome), we are able to be alert and use tools to keep us safe. So when something is happening on your social media account that you should know about, don’t you want to be aware of it ASAP? No one likes to check their Twitter account to see they’ve gotten dumped on by a disgruntled follower or were praised by an influential Twitterer only to realize it’s too late.

In our continuing effort to change the way you use your data to help you interact on Twitter, we are incredibly pleased to announce the expansion of our expert alert system to Twitter. Our Premium users could previously already take advantage of SumAll Alerts for their Facebook Ads campaigns, so we’re super excited to add in an additional integration to keep you on your toes.

We’d like to think of the alerts you set on your Twitter accounts as the check engine light for Twitter. When you set an alert you can trust that when something’s going on, you’ll get a notification that you need to take action. It helps you and your social media team save time by not having to constantly be worried that you’re not active enough (or in some cases, too active) on Twitter. Read on …