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Drive Business Gain through Social Media Analytics
Angela Hausman,
Associate Professor of Marketing, Howard UniversityCEO, Hausman & Associates, LLC.
Mark EduljeeConsumer Support Services Insights
12th Annual Text Analytics Summit West December 3-4 2013, San Francisco, CA
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• Social Media data & predictive analytics• Assessing Brand perception using Social• Customer experience impact opportunity • Applying Insights for effect
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Hausman and Associates
• 2.2 X better ROI• DATA• 80% unstructured and 3
Vs• 20% growth• 1.6X 1021
• 60% MORE analytics skills• Assumptions?????
Data river
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Which stage are YOU in?
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Hausman and Associates
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What is a Listening Post?
Insights for the Gatorade Brand
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Hausman and Associates
CONVERSIONKPI’S
SALES FUNNELCUSTOMER SATENGAGEMENT
SENTIMENT
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Use Case: Disney
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Predictive Analytics
Y= ƒ (Xi, ßi)• Behavior= Attitudes, Social Norms• CLV• Tech Acceptance = Perceived Usefulness, Perceived Ease of Use• Events = Community Engagement, Performer, Venue, Location• Segmentation• Forecasting
Hausman and Associates
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Use Case: Hybrid Channels
Product Return P
Immediacy
Anticipated Challenges
SearchResults
GeographyHybrid use
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Listening Tools
nVIVOHyperRESEARCHSPSS text analysis software
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• Customer experience impact • Applying Insights for effect
Mark EduljeeConsumer Support Services Insights
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“Drowning in data, starving for insights”
“The problem is not the data. It’s the compelling need for context and actionable insights.”
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The Everything approach:• Analyze everything• Everything is equally important• Success = acting on everything
Everything for everyone, and nothing for anyone
Analytics overreach and complexity:
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The problem with everything
Ask the right questions
• Expensive• Frustrating• Does not scale• Activity instead of action
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nothing7 Principles for useful Analysis
1. Begin from the end (what is the need)2. Tools are not a strategy (likes and followers – So what?)3. All data is not equal (telemetry, support, experience)4. When is enough, enough? (confidence)5. Why measure and analyze? (accountability)6. Get clear about “Social”: What, who, when?7. What is the priority: 4 Social Media Data uses
1. Marketing2. Communication3. Engagement4. Insights
All-or-
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Social Media data impact opportunity
1. Global2. Always on3. Always relevant4. Short life, long memory
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SM analytics strategy
1. Needs vs wants 2. Realistic expectations3. Sponsorship, stakeholders 4. Operations, tools, dashboards
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Pulling it together
Begin with the endTools are not a strategyBuild a framework Watch your A’sOngoing maintenance
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@MarketingLetterhttp://hausmanmarketingletter.comhttp://LinkedIn.com/in/angelahausman@MarketingLetter
Mark Eduljee on LinkedInMarkeduljee.com -- Blog