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Measuring Conversations
Where is the value?
Alan Patrick (@freecloud)
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Agenda
• How it can help you convert conversations into opportunities
• Difference in measuring quantity and quality
• Should it be governed and controlled through state of the art software, dedicated staff, or a combination?
• An overview of the software available for measuring
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Converting Conversations into Opportunities
Its just another Channel...
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Converting Conversations into Opportunities
The same old... but Different
- Feedback Loop
- Interlinked, and you are not the “star”
- They watch you too
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Quantity v Quality - Where is the value?
Revenue
Cost Reduction
Capex Efficiency
Value $$
1 1
1 1
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Revenue
Market Making
Sales Volumes
ARPU
Increasing Value
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Operating Costs
Churn
Labour Costs
Attributed Costs
CompanySpecific
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Capex
Utilisation
Efficiency
Capex Savings
Speed of Return
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Pareto
Not all conversations are equal
• Potential
• Proclivity
• Probabilities…..
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Meme Machine
Memes point to:
• Hot or Not
• Sentiment Shift
• Pointillist Patterns
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Social Capitalists
Connect the Dots
(From Mat Morrison)
• Some people are more connected than others
• This is not the same as being influential
• Gladwellian vs Wattsian models
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Measuring the Metadata
Metadata Metrics
(From Mat Morrison)
• We live in Tribes
• We can predict you from your links (friends, activities etc)
• Metadata predicts data too
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Algorithms v People
Algorithms
People
People
Integrated Systems
PeopleAlgorithms
Variety & Change
volume
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The Software
Analyse Track Aggregate SearchIdentify
Market Segmentation
• Online
• Offline
User Data
Medium (Blogs, Twitter, Search Engines, Databases)
Speed
(Real time, most popular, discrete event
Sources
(eg Feeds, Platforms)
Subject (eg a meme across platforms)
Trends
(eg Buzz, Traffic)
Comparisons (eg positional shifts vs competitors)
Statistics
(First level analysis)
Data Sifting
(2nd Level – Pattern Finding)
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The Wetware
• You can go quite a long way on open source / share ware / freely available software
• Beware “freeware” from providers that then require you to hand over your data
• Software packages – most don’t integrate to give a total picture
• System design houses – build and integrate solutions
● Open source
● Packages
● Bespoke middleware
MeasurementCamp
measurementcamp.wikidot.com
Resources and Wiki
Case Studies
Meetings
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There’s more on the Blog
blog: www.broadstuff.com
