With all due respect to our readers who went to MIT, some of us, myself included, have never been anywhere near it. I’m a right-brain person, and as such, “data” and “analytics” are like some foreign-language words that have become ingrained in the American English vernacular. The two words combined make them that much harder for me to decipher. Put Google Analytics in front of me and I become something just short of a drooling idiot.
Today, at Engage 2012 in New York, I met someone who gets that. And not just any someone: Jan Rezab (pictured) is the CEO of Socialbakers, a global social media and digital analytics company with customers in 75 countries representing every continent. Socialbakers helps brands measure the effectiveness of their social marketing campaigns across all major networks, Twitter, Facebook, YouTube, LinkedIn and Google+.
On the face of it, Rezab and I wouldn’t seem to have much in the way of common ground. But during his presentation at Engage this morning, he said something that really got my attention: “Google Analytics was created by engineers for engineers.”
“I like where this is going,” I thought to myself. I didn’t know the half of it.
Rezab then went on to demonstrate Socialbakers’ new video reporting platform. With the push of a button, subscribers get a narrated video detailing the activity on their social brand pages, complete with the requisite charts and graphs. That’s when I tweeted:
“Socialbakers’ video social reporting takes the ‘anal’ out of ‘analytics.’”
I’d already scheduled a private briefing with Rezab for after his presentation. When we met, I told him what I’d tweeted. He reacted with stunned laughter. “I’m gonna have to use that in my closing statement,” he smiled.
I asked him to elaborate on his earlier statement about Google Analytics.
“It’s very unintuitive and hard to use, right?” Rezab said. I nodded. He went on to explain that many of his clients felt the same way, not just about Google’s statistical analysis platform, but other available alternatives as well. So the decision to create the company’s video report was largely customer-driven.
Rezab said Socialbakers’ user-friendly platform is in the very early stages of development, and today’s demonstration was the first time it had been shown anywhere.
“We are going to launch it in a couple of months,” he said. “Nobody’s ever seen anything like it before. It’s in our analytics platform. Many people ask, ‘Are you gonna produce that?’ No! It will be generated by the platform! So you come in, click it, five minutes, one minute, you’ve got it. People are amazed by that … You can upload it to YouTube as well – you can share your report.”
The video report platform, which Rezab said he hopes will be launched in January, will be subscription-based, with prices ranging from “$200 to several thousand dollars per month, depending on the volume of the pages [the subscriber is] monitoring.”
Rezab said Socialbakers has already amassed around 1,000 paying customers for its social engagement analytics platform, “so it’s churning. We have to take the analytics to another level; we have to keep developing it.”