These days, it's hard to talk about business without mentioning data. While data has some solid applications in areas like predicting sales or measuring user engagement, data analysis becomes a lot more complicated when trying to determine one's influence. Dr. Michael Wu discusses the flaws of influence ratings: "behaviors that game the system are typically a lot simpler than behaviors that are truly influential." That is, influence ratings are a reflection of behaviors that many influential people exhibit (such as tweeting several times a day), even though a non-influential person could just as easily exhibit those behaviors as well. This is a good reminder that even though we might be able to use all the data we want to measure the success of our marketing efforts, we have to be extremely careful about what we are actually measuring.
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