Yesterday I wrote about Twitter urging me to advertise on their site.
To sweeten the deal, Twitter sent me this Big Data profile of my Twitter followers:
The result of Big Data is “Data-Driven Marketing” — finding likely prospects and customers.
In the old days, this was called list research.
Analyzing My Data
I was fascinated to discover 20 percent of my followers are vegetarians.
How many of my readers are guaranteed to be vegetarians?
Note the creepy disclaimer footnote in this category: “Values based on 30.1 percent match rate from Twitter partners.”
30.1 percent “match rate” is 30 people out of every 100.
20 percent of those 30 people means six people out of every 100 — or a minuscule six percent — are guaranteed vegetarians.
Based on six known vegetarians per hundred, Twitter’s data dweebs — by extrapolation—predict ergo 20 percent of all my readers are vegetarians.
Takeaways to Consider:
- To advertise to my Twitter vegetarians means I will reach 6 proven vegetarians out of every hundred readers.
- And I can’t know which six.
- If I want to reach real-for-sure vegetarians, I’ll advertise in VegNews (76,000 readers who pay $20/yr) and/or Vegetarian Times (309,000 readers who pay $14.95/yr).
- What is Twitter foisting off on misty-eyed social media marketing misfits?
- Dreck data — totally useless and poisonous to the bottom line.
Denny Hatch is marketing consultant, copywriter and designer. The author of four novels and 7 business books, his newest is Write Everything Right!
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Denny can be reached at:
firstname.lastname@example.org • www.dennyhatch.com