Download - DDive11 - Social Media Analytics
Web and Social Media AnalyticsWeb and Social Media Analytics
Max ArdigoMax Ardigo’’ –– IBM Lotus IBM Lotus -- ICSICS
Max ArdigoMax Ardigo’’
•• Consulente di trasformazione digitaleConsulente di trasformazione digitale
•• Resp area portali e collaborazione SW IBMResp area portali e collaborazione SW IBM
Timing Timing –– 40 min40 min
•• Metodo: M mngr l vclMetodo: M mngr l vcl
(mi mangro(mi mangro’’ le vocali)le vocali)
[agenda][agenda]
•• ContestoContesto
•• Analytics (quanti e quali)Analytics (quanti e quali)
•• Oggi possiamo sapere... (Coremetrics)Oggi possiamo sapere... (Coremetrics)
•• Applicazioni praticheApplicazioni pratiche
Le Le aziendeaziende funzionanofunzionano fondendofondendo ll’’esternoesterno con con
ll’’internointerno –– UnaUna nuovanuova paradigmaparadigma ((tecnicotecnico))
Relazione 2.0Relazione 2.0
Morgan Stanley Research - 2010
Internet trends 2010 Internet trends 2010 -- Morgan StanleyMorgan Stanley
Web vs. Mobile Mail vs. Social posts
Chi riesce a stargli dietro?Chi riesce a stargli dietro?
Architettura persuasiva Architettura persuasiva
IBM IBM NorthstarNorthstar VisionVision
Un Un unicaunica piattaformapiattaforma::
IBM Customer Experience SuiteIBM Customer Experience SuitePer Per progettareprogettare soluzionisoluzioni integrate integrate
per la web/work experience,per la web/work experience,
rapiderapide e e flessibiliflessibili, , cheche garantisconogarantiscono
piupiu’’ efficienzaefficienza, , governogoverno e e
automazioneautomazione realreal--timetime
neinei processiprocessi customer centred customer centred
multicanalemulticanale..
Architettura persuasiva IBMArchitettura persuasiva IBM
1 - Customers MUST make their Web work smarter
to stay competitive (selling machines)
2 - Customer and partner satisfaction is critical
to keep market share.
3 - They MUST be vigilant to sustain their differentiation.
4 - Customer satisfaction and retention is often driven by ongoing service quality.
5 - Vietato buttare via i soldi – fine del marlketing senza metriche. Inizio del digitale come macchina di business.
Customer Experience Suite Customer Experience Suite –– PerchPerchèè::
Architettura persuasiva IBMArchitettura persuasiva IBM
- 400% higher visit-to-lead conversions (c.p.a. banche: 15-50 €)
- 200% higher visit-to-order conversions (es. Benchmark retail
electronics italia = 1% conversion)
- 41% lower page abandonments (bounce rate)
- 16.6% more recommendations by customers for products and
services
- 15.8% fewer customers lost to competitors
- 14.1% increase in repeat purchases by customers
Architettura persuasiva IBMArchitettura persuasiva IBM
Customer Experience Suite Customer Experience Suite –– BeneficiBenefici::
Forrester Research - 2010
Architettura persuasiva IBMArchitettura persuasiva IBM
Multiplattform
Notes client, Notes client,
Portal, Content & Portal, Content &
Commerce 2.0Commerce 2.0Virtual PortalsVirtual Portals
Web Content, CommerceWeb Content, Commerce
MobileMobile
Role/Rule basedRole/Rule based
Dynamic Personalization Dynamic Personalization
Campaign, TargetingCampaign, Targeting
Composite MashupsComposite Mashups
Rich ClientRich Client
MashupsMashups
CollaborationCollaborationSocial NetworksSocial Networks
Social ToolsSocial Tools
TeamworkTeamwork
Real Time Real Time
Chat/Call/Web meChat/Call/Web me
AwarenessAwareness
WebconfWebconf
Cloud CollaborationCloud CollaborationSocial NetworksSocial Networks
Social ToolsSocial Tools
FilesFiles
SurveysSurveys
WebconfWebconf
etc.etc.
Cloud PortalCloud Portalon Amazon EC2on Amazon EC2
/ IBM Cloud/ IBM Cloud
Collaborate & Collaborate & Socialize in/outSocialize in/out
Enterprise Master Data
(extended user
Business & Social data)
Social ConnectorsSocial Connectors
1 click registration & SSO infrastructure 1 click registration & SSO infrastructure
(Facebook, Open ID...)(Facebook, Open ID...)
AdvancedAnalytics Infusion
COBRA, Unica, SPSS, Cognos,
ILOG ... 3rd parts
Social registration
profiling / permission
/ dynamic
Assemble & Assemble & Deliver in/outDeliver in/out
Real time 1to1 Web Analytics Coremetrics, Unica
Enterprise
2.0 LayerPortal, Content,
Commerce
Social, Mobile,
Touchpoint Integration
User management
Cloud Cloud servicesservices
�Integrate and assemble eterogeneous environments
�Assemble Backend, external and Cloud services to build
rich user experiences (Portal and Notes Client)
�Virtual portals to build and connect internal and external world and extend branded propositions
�What people want to have, in that moment, relevant
� Manage Social registration Process for onboardingcustomer propositions (Asset)
� Provide personalization rules to deliver “my
experience”
� Adaptive content (reccomendation, affinity etc)� Campaign management
� Mashups, Ratings, Tagging, etc.
�Extended social schema DB (merge
business & social data to deliver personal) � Web 2.0 accellerators
� Mobile content
Architettura persuasiva IBMArchitettura persuasiva IBMCustomer experience layer (Customer experience layer (aggregazioneaggregazione smart), smart),
personalizzazionipersonalizzazioni, , interazioniinterazioni real time backend datareal time backend data
Esempi in retail banking, cpg, fashion, automotive, ecc.Esempi in retail banking, cpg, fashion, automotive, ecc.
http://www.juventus.com
http;//turismo.milano.it
http://www.bnl.it
https://www.cartabcc.it
http://www.evvivailwurstel.it
http://www.stogit.it
http://www.icuorleggeri.com/
http://www.postel.it/
http://www.beic.it
http://www.it.laufen.com
http://www.inalca.it
http://www.unibocconi.eu
http://www.iulm.it
http://www.almavivaitalia.it
http://www.castelgarden.com
http://www.cedacri.it
http://www.stiga.com
http://www.rijkzwaan.it
http://www.rcsmediagroup.it
http://www.leasys.com
http://www.technapoli.it
http://www.ideam.it
http://www.bureauveritas.it
http://catalogo.gruppofondiariasai.it
http://www.servizilavoro.it
http://www.aciglobal.it
http://www.messinaline.it
http://www.adriaticlng.com
http://www.illy.com/
http://www.mercatoneuno.com/
http://www.berco.com
http://www.campoverde-group.com
https://ebanking.clarisbanca.it
http://www.fondazionecassamarca.it
http://portal.sowre.com
http://www.rcsmediagroup.it
http://www.sitabus.it
http://sistemats1.sanita.finanze.it
http://www.italialavoro.it
http://www.comune.milano.it
http://www.comune.roma.it
http://solutions.3mitalia.it
http://www.chebanca.it
http://www.cobra-at.com
http://www.adriaticlng.com
http://www.stogit.it
http://www.agenziaentrate.gov.it
http://www.italialavoro.it
Architettura persuasiva IBMArchitettura persuasiva IBM -- Solution examplesSolution examples1 1 –– Intuitive frontIntuitive front--endend / nuova generazione esperienze web e mobile / nuova generazione esperienze web e mobile transazioni 2.0 / interazioni real time CRM&Analyticstransazioni 2.0 / interazioni real time CRM&Analytics
Social customer data hub
(extended user Business & Social data)
IBM Business Partner Factor-y XSSO Suite
covering: Aol, Yahoo!, Facebook, Twitter, LinkedIn, Google, MySpace, Windows Live, Hyves, Verisign, MyOpenID, OpenID, Flickr, Blogger, Livejournal, Wordpress, Netlog.
Dynamic
unique registration proces with permission marketing
rules
Social registration
profiling / permission
/ dynamic
ES. ES. DaDa unauna widget widget ““scegliscegli la la tuatua cartacarta”” didi IBM commerce (1) IBM commerce (1) deployatadeployata susu FacebookFacebook (2), un (2), un utenteutente invitainvita propripropri amiciamici a a regalareregalare con con 1 click (3), 1 click (3), autorizzandoautorizzando gestionsgestions (4) info (4) info didi profiloprofilo FB.FB. Il processo di registrazione universale (5) profila e monitora Il processo di registrazione universale (5) profila e monitora il il completamento dati (6). Il servizio supporta tutti i touchpoint completamento dati (6). Il servizio supporta tutti i touchpoint di registrazione / autenticaizone.di registrazione / autenticaizone.
1
2
4
56
3
Architettura persuasiva IBMArchitettura persuasiva IBM -- Solution examplesSolution examples2 2 –– Customer Customer OnboardingOnboarding / universal registration process, / universal registration process, social bridgingsocial bridging, , social commercesocial commerce
Analytics...Analytics...
Web/Social Analytics (some/how)Web/Social Analytics (some/how)
(standard players)(standard players)
•• Web (interactive behaviour...Web (interactive behaviour...
•• Social (network behaviour...Social (network behaviour...
•• Social Media (customer feedback, ratings...Social Media (customer feedback, ratings...
•• Sentiment (opinion mining, trends, alerts...Sentiment (opinion mining, trends, alerts...
•• Text (information mining...Text (information mining...
•• Marketing (Above + Campaigns+SEM+SEO...Marketing (Above + Campaigns+SEM+SEO...
•• Commerce (who, whatCommerce (who, what
•• BI (busines...BI (busines...
•• Predictive (future business...Predictive (future business...
•• Psyco...Psyco...
•• ......
IBM Web/Social AnalyticsIBM Web/Social Analytics
(differenziazione)(differenziazione)
•• Web (IBM Coremetrics...Web (IBM Coremetrics...
•• Social (IBM Coremetrics, Connections, Atlas, LCM&R...Social (IBM Coremetrics, Connections, Atlas, LCM&R...
•• Social Media (IBM Coremetrics, Cognos CC&I, SPSS...Social Media (IBM Coremetrics, Cognos CC&I, SPSS...
•• Sentiment (IBM Coremetrics, Cognos CC&I...Sentiment (IBM Coremetrics, Cognos CC&I...
•• Text (IBM SPSS, Cognos C.A...Text (IBM SPSS, Cognos C.A...
•• Marketing (Coremetrics, Unica...Marketing (Coremetrics, Unica...
•• Commerce (Coremetrics, WCS...Commerce (Coremetrics, WCS...
•• BI (Cognos 10 + Connections...BI (Cognos 10 + Connections...
•• Predictive (SPSS...Predictive (SPSS...
•• ......
Oggi possiamo sapere...Oggi possiamo sapere...
IBM Coremetrics / Digital MarketingIBM Coremetrics / Digital Marketing
IBM Coremetrics IBM Coremetrics –– Apnea demoApnea demo
IBM Coremetrics allows toIBM Coremetrics allows to
Anticipate customer preferences and predispositions based on a historical view of browsing behavior across multiple channels.
Automate the management of marketing campaigns, enabling immediate delivery of specifically-tailored content to individuals in response to past and current browsing behavior.
Syndicate personalized content to the right channel at the right
time (web sites, emails, ad networks, and more).
(Repeat) the process. Every new bit of information collected makes the data more relevant, and the marketing programs get better and better.
CoremetricsCoremetrics LIVE ProfilesLIVE Profiles™™
•• WeWe’’re the re the only only solution provider to offer this crosssolution provider to offer this cross--channel channel
historical data.historical data.
•• IncludesIncludes every source that brought visitor to web site (banner every source that brought visitor to web site (banner
ad, email campaign, affiliate link, keyword, news article).ad, email campaign, affiliate link, keyword, news article).
•• IncludesIncludes sources using other optsources using other opt--in identifications for visitor in identifications for visitor
info (flight info, hotel room, newsletter signinfo (flight info, hotel room, newsletter sign--up, form up, form
registration).registration).
•• IncludesIncludes detailed offline customer, product, event, and detailed offline customer, product, event, and
categorization data and important browser attributes.categorization data and important browser attributes.
•• Very powerful:Very powerful: supports advanced data analysis.supports advanced data analysis.
23
Analytics, Attribution Analytics, Attribution
and APIsand APIs
•• Best practice analytics platform: Best practice analytics platform: CoremetricsCoremetrics
AnalyticsAnalytics™™
•• Flexible ad hoc analytics, segmentation and data Flexible ad hoc analytics, segmentation and data
visualization using visualization using CoremetricsCoremetrics ExploreExplore™™
•• RealReal--time reporting using time reporting using CoremetricsCoremetrics MonitorMonitor™™
•• Industry level and subIndustry level and sub--vertical level comparisons vertical level comparisons
using using CoremetricsCoremetrics BenchmarkBenchmark™™
•• Flexible forecasting moduleFlexible forecasting module
•• Powerful, inPowerful, in--depth multidepth multi--session, multisession, multi--dimensional, and impressiondimensional, and impression--level marketing attributionlevel marketing attribution
•• Report level and customer record level import and export APIs anReport level and customer record level import and export APIs and marketerd marketer--controlled selfcontrolled self--service applicationsservice applications
•• Extensive marketing optimization application management APIsExtensive marketing optimization application management APIs
24
•• Advanced (re) segmentation /in/outAdvanced (re) segmentation /in/out
•• Automated target email campaignsAutomated target email campaigns
•• Seamless integration with certified email service Seamless integration with certified email service
providersproviders
•• Best practice target campaignsBest practice target campaigns
•• Marketer controlled segmentationMarketer controlled segmentation
•• Proven ROI from over 400 brandsProven ROI from over 400 brands
25
Improves targeting and flexibility to enhance email marketing
campaign management.
CoremetricsCoremetrics LIVEmailLIVEmail™™
•• Automated bid managementAutomated bid management
•• Consolidated PPC and quality score analyticsConsolidated PPC and quality score analytics
•• Advanced attribution and segmentationAdvanced attribution and segmentation
•• Content network supportContent network support
•• Landing page optimizationLanding page optimization
•• Strong management and editing toolsStrong management and editing tools
•• Proven, repeatable ROI from over 300 brandsProven, repeatable ROI from over 300 brands
26
Helps businesses manage their paid search initiatives for
maximum impact.
CoremetricsCoremetrics SearchSearch™™
•• Automated implementation of recommendationsAutomated implementation of recommendations
•• Wisdom of crowds and personalization for greatest Wisdom of crowds and personalization for greatest
impactimpact
•• Marketer controlled algorithms and A/B testMarketer controlled algorithms and A/B test
•• Advanced rules configurationAdvanced rules configuration
•• RealReal--time recommendationstime recommendations
•• Proven, repeatable ROI from over 300 brandsProven, repeatable ROI from over 300 brands
27
Delivers unprecedented control and flexibility to online product
recommendation programs.
CoremetricsCoremetrics Intelligent OfferIntelligent Offer™™
•• Automatic integrations with ad targeting and social Automatic integrations with ad targeting and social
networksnetworks
•• Advanced segmentation for more effective targetingAdvanced segmentation for more effective targeting
•• Retrieves visitors with targeted display adsRetrieves visitors with targeted display ads
•• Works with multiple networks simultaneouslyWorks with multiple networks simultaneously
•• Allows sophisticated marketing mix decisionsAllows sophisticated marketing mix decisions
28
Increases relevancy of display ad campaigns by syndicating rich
data segments to display advertising networks.
CoremetricsCoremetrics AdTargetAdTarget™™
Applicazioni praticheApplicazioni pratiche
EsempiEsempi
•• Apps (Domino, Java)Apps (Domino, Java)
•• Portal (internet e intranet)Portal (internet e intranet)
–– ConnectionsConnections
–– QuickrQuickr
•• Web (multisito, siti concorrenti)Web (multisito, siti concorrenti)
•• Commerce (multisito)Commerce (multisito)
•• Social esterno (FB, Twitterm Google, Youtube)Social esterno (FB, Twitterm Google, Youtube)
Esempi nostraniEsempi nostrani
•• Travel (Internet, Commerce)Travel (Internet, Commerce)
•• Retailer ottiche (intranet e internet social)Retailer ottiche (intranet e internet social)
•• Banca (intranet e internet, transactions, adv)Banca (intranet e internet, transactions, adv)
•• Pharma (intranet agenti, social farmacie)Pharma (intranet agenti, social farmacie)
•• ......
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