Social Media is the newer, fancier and shinier marketing channel available to all digital strategist today but like many new channels, getting a solid (and scalable) grip on ROI has been elusive. Many organisations are treating it like any other online marketing channel – targeting promotions, coupons and sales – while others are sharing viral content, posting innocuous updates or retweets, or even more often, responding to customer service complaints and inquiries. We are getting it all wrong – Social isn’t just another channel, it’s a strategy in itself. It isn’t just another online channel to add to your marketing mix – it needs discovery, planning, measurement and optimisation strategies in place in order to align with overall business goals & objectives.

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Its the Swiss army knife of platform software – it slices, dices and even does laundry! Every major platform company is trying to consolidate the features, functions and insights into one, super-charged platform for all. It doesn’t work. There is no such thing. Sure, there are plenty of foundations for different features like social login, reviews on products, fancy dashboards, and so on, but really how good are all these features and does it even make sense to you?

Every platform representative has the ‘we can do that too!’ moment. Testing functions, analytical dashboards for everyone, personalised web pages, content and document management, you name it.

As of April 2019, ChiefMartech has catalogued over 7,000 different technologies including web analytics, social media monitoring and listening and more than 40 other categories.  This technology landscape has grown more then 450% in the last 8 years.  Media Monitoring and coverage monitoring is barely touched on this list which indicates we have a much wider technology landscape than we can measure.

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