Thursday, 20 November 2014

Conclusive proof that social media data predict sales ?

I don't think so.

From a recent email by one of the keynote speakers at the AMSRS conference for 2014 ...

"Important news to share today! There is conclusive proof that social media data predict sales from a landmark study made public.
It proved that the quantity of social media conversations about a brand has a statistically significant relationship to changes in its sales. 
This industry learning comes on top of an academic paper by Prof. Wendy Moe at the University of Maryland that showed a correlation of .8 between social media listening data and brand equity metrics derived from survey questions." 

Here are four data sets (Source: that each have an identical correlation of 0.8 ... does that look like 'proof' of anything to you?

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