Correlation for the Win: Connecting Seemingly Unrelated Metrics





Blog Date

May 27, 2024


UK, Manchester

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Correlation for the Win: Connecting Seemingly Unrelated Metrics

Correlation for the Win: Connecting Seemingly Unrelated Metrics

Have you ever found yourself staring at a spreadsheet, scratching your head, and wondering, “How in the world are these two metrics related?” Well, my friend, let me tell you a story that might just change the way you look at data forever.

The Surprising Connection

It all started when I was working with a client at MCR SEO, a digital marketing agency in Manchester, UK. This client was a quirky bunch, running an online pet supply store. They came to us, frustrated, because their website traffic was through the roof, but their sales were stagnating.

“We’re doing everything right,” they lamented. “We’ve got killer content, a beautiful design, and we’re ranking on the first page for all our target keywords. Why aren’t people buying?”

As I delved into their data, I stumbled upon an interesting correlation. It turns out that the days when their website had the most visitors were the same days when their social media engagement was the lowest. “Aha!” I thought. “There’s something here.”

Uncovering the Hidden Link

I started digging deeper, exploring the connection between website traffic, social media activity, and, ultimately, sales. What I found was nothing short of mind-bending.

Turns out, there’s a website that can uncover seemingly unrelated correlations. And let me tell you, the results were fascinating. It showed that the days when our client’s social media engagement was highest were the same days when their customers were most likely to make a purchase.

“But how can that be?” you ask. “Shouldn’t more website traffic lead to more sales?”

Well, my friends, that’s the beauty of correlation. It doesn’t always work the way we expect.

Leveraging the Power of Correlation

Armed with this newfound knowledge, we set out to put it to the test. We started by revamping the client’s social media strategy, doubling down on the content that resonated most with their followers. And sure enough, as their social engagement skyrocketed, so did their sales.

We learned that correlation doesn’t always mean causation, but in this case, the two were inextricably linked. By focusing on the metrics that mattered most, we were able to drive tangible results for our client.

But the story doesn’t end there. As we continued to analyze the data, we uncovered even more surprising connections. For example, did you know that the days when our client’s employees were the most active on the company Slack channel were the same days when their customers were the most likely to leave positive reviews?

The Power of Unexpected Insights

Now, I can hear you saying, “Okay, that’s all well and good, but how does this apply to my business?” Well, my friend, the answer is simple: correlation is the key to unlocking unexpected insights that can transform your digital marketing strategy.

Think about it. How many times have you focused on the “obvious” metrics, like website traffic or conversion rates, only to be left scratching your head when the results didn’t match your expectations? By looking beyond the surface and exploring the connections between seemingly unrelated data points, you can uncover a whole new world of opportunities.

Embracing the Unexpected

So, the next time you find yourself staring at a spreadsheet, feeling like you’re looking at a jumbled mess of numbers, don’t despair. Embrace the unexpected, and let correlation be your guide.

Who knows, maybe you’ll discover that the days when your employees are the most active on social media are the same days when your customers are the most engaged with your brand. Or perhaps you’ll find that the weather in your local area has a direct impact on the success of your latest email campaign.

The possibilities are endless, my friends. All you need to do is take the leap and start exploring the unexpected connections that could be hiding in plain sight.

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