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Herding Cats by Michael Weiss, Andrew Rohm

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Chapter 6

Social Media Analytics

CSI: Meets Advertising

Into the classroom walked three self-proclaimed “digital data nerds” from the advertising agency RPA. Our M-School students leaned back and prepared for an onslaught of numbers and spreadsheets and, yes, the dreaded application of their math skills. Yet, unlike past courses and class sessions where applying data and numbers meant an experience akin to having a root canal, our three data nerds made the process of digital analytics, the topic of the day, actually fun and, dare we say, sexy and cool. Our students leaned forward and actually found the specific class session not only interesting but exciting as well, kind of like those crime scene investigation and forensics shows on television. ...

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