This week’s roundup examines the value of social media analytics, CIOs’ plans to boost investment in predictive analytics, and the latest YouTube analytics updates aimed at protecting viewer privacy.

How Brands Can Use Consumer Behavior Data on Social Media to Boost ROI

by Gary Viray, Founder & President of Propelrr, featured on SocialBarrel

More than just a platform to get your brand known to a wider audience, social media is a significant source of consumer behavior data that can help you improve your overall marketing strategy and, ultimately, your ROI. When you collect and analyze data using social media monitoring tools such as HootSuite and Facebook Insights, you’ll see behavioral patterns that help you understand what drives the success and failure of your campaigns.


CIOs Plan to Invest More in AI, Predictive Analytics, Big Data Tools

by Jessica Kent, featured on HealthIT Analytics

Healthcare IT leaders are investing more time and money in predictive analytics tools because of their potential to improve population health and reduce care costs, but they will also have to invest in artificial intelligence and big data analytics solutions to generate truly accurate clinical predictions. As the industry shifts to value-based care and organizations seek to extract more value from their data, it’s no wonder that health IT leaders are choosing to focus on predictive analytics in the coming year.


YouTube Removes Analytics From its Demographic Data Reports for Creators

by Amy Gesenhues, General Assignment Reporter at Third Door Media, featured on Marketing Land

With the latest round of updates to its Demographic Data report, YouTube is limiting the amount of data it shows creators. Going forward, creators can no longer filter viewer demographics data by Translation Use or YouTube products — data for YouTube, YouTube Kids, and YouTube Gaming now will all be aggregated. (YouTube says these filters will still be available in its Watch Time reports.) Also, demographic data will no longer be available for private or unlisted videos, and some videos and channels.



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