Why cause and effect
Strategy starts with why.
is the basis of strategy and action.
Likes, follows, impressions, and sentiment: these engagement metrics only tell you what is happening on the surface. They don't tell you how or why information travels, leaving you stuck with guesswork.
Causality goes deeper: why opinion is moving, how it spreads, who carries it. This understanding allows you to act with intention and save spend in the process.
As an added bonus, causality gives you a baseline to measure your impact against what would have happened without your effort: attribution in its purest form.
True influence is invisible until you measure causation.
Engagement metrics, at a glance
So why doesn't everyone measure cause-and-effect? Because it's hard.
In social networks, it was thought be impossible (until our algorithms solved it). The obstacle: , the hidden forces that move your numbers for you.
See some examples below.
Understanding causality helps you make better decisions and prove the impact of your work.
Sound familiar?
Reaching everyone a little but no one in particular means wasted spend & opportunity.
We find the organic inroads into the specific audiences you care about.
Terms used above
, , , , , , and — hover or tap any term for its definition.
So what confounds social networks?
Social media has confounders of its own. Chief among them: , , and .
Our causal model adjusts for each, before crediting anyone with influence.