Zero-Click Content: The Counterintuitive Way to Succeed in a Platform-Native World

Update: We’re hosting a SparkToro Office Hours webinar about Zero-Click content on August 23. Sign up free to attend or watch the replay. It could be a chicken or egg situation: Maybe the platforms have made us lazy, or we’ve trained their algorithms to reward platform-native content — as in, content that keeps people on the platforms’ sites instead of…
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 set of 130+ million public,…

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 minor gaps. My counterpoint: don’t…