TL;DR
- MARS is Welov's Social Media Analysis Methodology: a proprietary 5-phase framework to run social analyses that drive real value, not just PowerPoint.
- It's built on 6 pillars: precision, objectivity, validation, progression, efficiency and truthfulness.
- The 5 phases are: discovery, planning, data preparation, analysis and review/delivery.
- The goal: cut time spent collecting data and grow the time spent making decisions.
What is the MARS methodology?
The MARS methodology (Social Media Analysis Methodology, by its Spanish acronym) is the proprietary framework we've developed at Welov after more than a decade observing and supporting agencies and brands in their social media reporting.
It was born out of a recurring pattern we kept seeing: undefined processes, lack of time, blurry objectives, difficulty drawing conclusions and — above all — a lot of frustration. MARS was designed to ease that stress and turn analysis into a decision-making lever.
The 6 pillars of the MARS methodology
Before the steps, the rules of the game. These are the 6 principles that anchor any analysis built with MARS:
- Precision: the analysis is built only on data. The richer and more reliable, the better.
- Objectivity: we only draw conclusions from what the data can prove.
- Validation: we always question the meaning of every data point, result and conclusion.
- Progression: we strive to evolve in a constant and sustainable way.
- Efficiency: we simplify and optimize processes to save time and resources.
- Truthfulness: data always tells the truth and is unchangeable.
How to apply MARS in 5 steps
MARS structures analysis work into 5 consecutive phases. Skipping any of them usually leads to reports that look complete but don't drive any decision.
1. Discovery session
Before looking at a single data point, stop to answer the uncomfortable question: what are you doing this analysis for? In this phase you reflect on the goal of the analysis and surface the real needs (the obvious ones and the ones we usually don't pause to think about). It's the foundation everything else is built on, free of constraints or biases.
2. Planning
Time to anticipate what's coming. What are your goals? What do you have to measure? What data will you need? What sources will you check? How do you want to visualize the information? How much time and how many resources do you have? You have to be realistic here and chase maximum efficiency and precision without getting carried away.
3. Data preparation
You translate the prior work into concrete operations. Define the data volume and scope. Understand each metric and what it answers. Pick the tools to extract, analyze and visualize. Connect sources, define KPIs, build dashboards and configure content filters. Yes, it's a lot of tasks; that's why investing time in the first two phases pays off.
4. Analysis process
Finally, you touch the data. You study what the figures mean and how to interpret them. This is where you draw valuable conclusions, spot trends and evaluate the effectiveness of your actions. A well-built MARS analysis tells you where you stand, where the competition is, which content performs best and what your audience thinks.
5. Review and delivery
An analysis is useless if it isn't understood. The final phase focuses on turning data, charts and conclusions into a coherent story that drives decisions. This is where you close the loop with clear KPIs (including the ROI your CEO wants to see) and a report any stakeholder can read without having to decode it.
Frequently asked questions about MARS
What does MARS stand for?
MARS is the Spanish acronym for Metodología de Análisis de Redes Sociales (Social Media Analysis Methodology), Welov's proprietary framework.
Who is the MARS methodology for?
For social media analysts, social media managers and agencies that need to structure their social media reports and cut the time spent collecting data.
Do I need a specific tool to apply MARS?
It's not required, but MARS performs much better with a unified analytics tool like Welov, which automates phase 3 (data preparation) and frees time for phases 4 and 5.
How long does a MARS analysis take?
It depends on the scope. The point of the method is that time is distributed differently: more time goes to design (phases 1 and 2) and less to collection (phase 3), which shortens the overall cycle and improves the quality of conclusions.
Start applying MARS today
Want to see how MARS works in practice with a tool built for it? Try Welov free for 21 days and discover the joy of smiling at your data. 🌟
