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Future Midwest#FMW10
@kenburbary
Connect with your data
Trend #1 – Social goes global
Trend #2 – Mobile Demand
Data Devices Multiplying...
Device Diversification
Edible micro-pills
Nike Plus
“In 2009, more data was generated by individuals than
in the entire history of mankind through 2008”
- Andreas Weigend, the former Chief Scientist at Amazon.com
Trend #3 – Data Era
No Looking Back, Sink or Swim
Gimme Data & Insights!
Too many choices!Too much velocity!
Increasingly more complex!Social Media Ecosystem
•Search Engine Marketing •Search Engine Optimization•Display Advertising•Email Marketing•Online Video•Websites•Mobile Marketing•Social Media•Webinars•The next “big” thing???
Digital Marketing Channels
“Popular Opinion” Digital Strategy
I’ll have one Facebook, two Microsites, one
Community and a Twitter please!
Dedicate yourself to Outcomes!
Outcomes = the purpose for which your website/application/user experience exists
No Outcomes = Unhappy Bosses
Don’t live data rich and insights poor!
Don’t be in the business of producing data
Data should exist to serve the needs of the business and provide insights that can be ACTED UPON to produce OUTCOMES!
Source: Mohan Sawhney, Kellogg School of Management
Identify insights that connect to desired outcomes
Beware Cognitive Bias
We’re the same!Attribution: http://adamhcohen.com/cognitive-bias-in-social-media-strategy
Listening to Consumers
Ways to ListenPanels
Social Monitoring
Research Communities
Surveys
Customer Satisfaction Analysis
Focus Groups
Face-to-Face
Observing Consumers
Ways to ObserveWeb Analytics
Research Data
User Experience Testing
Surveys
Eye Tracking Studies
The New Model…
Clickstream & Multiple Outcomes Analysis
Q1. What is happening on my site?
Q2. How much of each thing is happening on my site?
Web Analytics – Experiment & Test
Site Metrics
User Interests
Related Sites/Subdomains
Google Ad Planner
Engaged Audience
Demographic Data
Geographic Data
Search Terms
YouTube Insights for Audience
Search Insights
Geographic Data
FACT
Competitive Web Site Research
Competitive Web Site Research
Geographic Data
Related Sites
Jaffe Juice Tag Cloud by http://www.wordle.net
Why does it matter?
Makes all marketers data-marketers
Facebook Engagement Insights
EngagementMetrics
Activity Metrics
Demographic Data
1. Discover - Harvest relevant social data
2. Analyze - Separate signal from noise
3. Segment - Segment social data by business function and/or defined categories
4. Strategize & Integrate – Make listening outputs a regular input that informs the strategic planning process
5. Execute – Informed action based on insights from strategic listening
Voice of the Customer Framework
Social Data Analytics Insight Example #1:Key events drove spikes in conversation (CPG brand)
Conversation driver:Product Release“I just went to Brand
X, bought myself a kobe puppet tshirt!”
Conversation driver:Company Event“Brand X Hires John
Doe As CEO..”
Conversation driver:Product Release
“The white and grey Nike MVpuppets Tee shirts are both dropping at Brand Xs all over the place”
Conversation Driver:Product Release“Nike Air Max is not
just some new color that nike released to sell at Brand X…this shoe has a special value”
Social Data Analytics Insight Example #2:Key events drove spikes in conversation (CPG brand)
Event14%
Product Evaluation
15%
Product Availability
31%
Sale5%
Store Perception
19%
Product Release
16%
“…Other 2009 releases include: white/red 12s, infrared 7, space jams, an orlando magic pack (i forget the numbers) and some other s**t i dont remember but true blues are definitely coming out stateside”
“Brand X also has excellent customer service. Returned defective shoes (for the second time) without a receipt, have a store credit now....”
“heads up to san diego peeps Brand X in mission valley mall has the white 4 rings in.... 1 m left, 2 l's, 3 xl's and i think 1 or 2 xxl and xxxl. i advise getting there as soon as they open to get what you want!”
Breakdown by Event Trigger
• 47% of the conversations online involve product availability and product releases; much of the chatter is discussion or inquiries
• Majority of events triggering conversations include concerts, signing, sweepstakes, etc.
• Only 5% of conversations online pertain to sales, indicating price is not a primary concern among Brand X customers conversing online
Social Data Analytics Example #3:Identify insights by combining different dimensions together (CPG brand)
Conversation Type Event Count
Discussion Other 427
Inquiry / Question Product Availability 110
Campaign Product Release 95
Complaint Store Perception 77
Campaign Event 76
Discussion Product Availability 63
Compliment Product Evaluation 55
Recommendation Product Availability 54
Other Other 52
Complaint Product Evaluation 51
“Went to the mall today, bought a USC hoody from BrandX....”
“why are the metallics (green, red) not being sold at Brand X, eastbay or finishline? the release date was july 4th but they are only sold at some select stores online; is there a reason that Brand X and finishline are not releasing them?”
“…try some of these stores near your area. disregard the Brand Xs, they are worthless when it comes to specializing in shoes that fit your need.”
“…just picked a white one up from Brand X in so. cal. the white one is the best yet. very clean lookin' with the purple wristband. Image”
Jackpot!
Social Engagement Insights
Real-time Local Trends
http://trendsmap.com
Analytics Channel Convergence
Analytics Channel Convergence
Insights & Analytics Resources
Occam's Razor by Avinash Kaushik - http://www.kaushik.net/avinash
Actionable Analytics by Jonny Longden - http://actionable-analytics.com/
Industry Insights by Omniture - http://blogs.omniture.com/
Six Pixels of Separation by Mitch Joel - http://www.twistimage.com/blog/
Kaizen Analytics by Michael Nottes - http://www.kaizen-analytics.com/
Nielsen Insights - http://en-us.nielsen.com/insights
ComScore Voices - http://blog.comscore.com/
Hitwise Intelligence - http://weblogs.hitwise.com/
Web Analytics Demystified by Eric Peterson - http://blog.webanalyticsdemystified.com/weblog/
