Data

SparkToro & Followerwonk Joint Twitter Analysis: 19.42% of Active Accounts Are Fake or Spam

TL;DR – From May 13-15, 2022, SparkToro and Followerwonk conducted a rigorous, joint analysis of five datasets including a variety of active (i.e. tweeting) and non-active accounts. The analysis we believe to be most compelling uses 44,058 public Twitter accounts active in the last 90 days. These accounts were randomly selected, by machine, from a

SparkToro Startups Team

SparkToro’s Year 2 Retrospective: Can Chill Work, Alternative Funding, and an Indie Approach Scale?

Two years ago today, at the nerve-wracking start of a global pandemic, we launched SparkToro. Since then, we’ve learned a lot, and uncovered plenty of unanswered questions, too. As is tradition, I’ll try to share the good, the bad, and the interesting in the hopes it can help other entrepreneurs, especially those considering an alternative

Provable Marketing Attribution is a Boondoggle; Trust Your Gut Instead

You’ve heard the marketing analytics spiel before. It goes something like: Marketing journeys are long, complicated, multi-channel paths. Tracking them is always imperfect, but if you employ an extensive, expensive, difficult-to-configure combination of tools, tracking systems, and deeply talented statistics professionals, you can build a high-quality, predictive attribution modeling structure that approximates reality with relatively

Marketing Psychology Tactics

Hook, Line, and Sinker: A Model for Crafting Successful, Viral Content

Despite studying content that overachieves for years, it’s only in the past few months that I’ve stumbled into a mental model I’ve called: Hook, Line, and Sinker. My goal here is to broadly encapsulate *why* overachieving content pieces hit their mark, and why similar, but underperforming pieces miss. First: when we talk about “content,” we’re

Marketing Psychology Tactics

Influence Maps—The Best Marketing Framework You’ve Never Heard Of

When you find a tool that massively improves your work’s effectiveness and dramatically cuts down on poor decision-making, there are two natural responses: “This is amazing! It’s gonna save me so much heartache.” “WTF?! Why didn’t anyone tell me about this before?” That’s exactly how I felt when I stumbled across the behavioral design field’s