Data Mining for Smarter Social Media Marketing

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Paul BarrettGlobal Director Web Intelligence


About Teradata

• Leaders in Data Warehousing Technology– Database– Data Warehouse

• Leaders in Marketing Technology– Multi-Channel Marketing– Integrated Marketing Managament– Marketing Resource Management

Its not about social, its about the Data


Consumers Are Changing the Game…

http://www.google.com/imgres?imgurl=http://jsrcclibrary.files.wordpress.com/2008/11/tabs_logo_facebook.jpg&imgrefurl=http://jsrcclibrary.wordpress.com/2008/11/06/become-our-fan-on-facebook/&usg=__cKvmvk6QaqCJvMww4FeVQDUIeLw=&h=240&w=640&sz=18&hl=en&start=9&itbs=1&tbnid=pyVbJHIN-bN2vM:&tbnh=51&tbnw=137&prev=/images?q=facebook+tabs&hl=en&sa=N&gbv=2&ndsp=21&tbs=isch:1




















We Are Just Building the Technology We Need

Adolescence• 80% of Business will market with

Social Media• 93% of CMO’s plan to use some

form of Social Media for the Enterprise

• 81% of CMO plan to track Social Media ROI

Adulthood (Enterprise)• Netflix API request grew by 37X in

the last 13 months.• 71% of Tweets get No Response• A customer with a bad Customer

Experience will Tell 10 people



Moving Beyond Simple Metrics to Enterprise IntelligenceMaking Social Media Smarter

LOW HIGH

Must-Have-i-ness

Built

-In In

telli

genc

e LO

WH

IGH

Social PR / Marketing

Social CRM

Social Media Monitoring

Advertising / TargetingSocial Service

Social Network Analysis

Social Graph

Social Shopping


Moving Beyond Simple Metrics to Enterprise INtelligenceMaking Social Media Smarter

LOW HIGH

Must-Have-i-ness

Built

-In In

telli

genc

e LO

WH

IGH

Social PR / Marketing

Social CRM

Social Media Monitoring

Advertising / TargetingSocial Service

Social Network Analysis

Making Social Smarter

• Analyze alongside Enterprise data (BI, Data Mining,, Text Mining, Historical data)

• Data Driven Decision making

• Leverage Enterprise Communications Platforms (CRM)

• Close-Loop / ROI Analytics

• Automate and Integrate Social Graph

Social Shopping


Imagine Smarter Social Media

• Increased Brand Relevance

• Improved Campaign Performance

• Better Forecasting Accuracy

• Faster Reaction to Fraud, Piracy

• Avoiding Social Media Pitfalls


IWI –Offer Overview


Data Collection

Aggregate Data

Visitor Records

Operational Reporting

Behavioral Segmentation

Data Storage

DATA SCHEDULER

Site Testing & Optimization

Targeting & Personalization

E-Mail Retargeting

Teradata EDW

Webtrends Framework


Transforming Data to Smarter Campaigns

Responses

BI/AnalysisTools

Industry Data ModelsInclusive of

IWI PDM

IntegratedOnline and

OfflineData

Touch Points

Cu

sto

mer

Inte

racti

on

s

WWW

CallCenter

Stores/ Branch

Kiosk(POS, ATM)

Mobile

DM/Email

SearchEngines

Behavior/ Social

web Data

EnterpriseData

Customer Insight & Influence

Revenue Opportunities

Call Center BranchStore

Sales CatalogDemographics

Operational Excellence

Actions

E-commerce


Avoid Big Data Traps

Engineered to eliminate Business Insight Roadblocks

• Scalability• Complexity• Speed• Integration• Enterprise Quality BI• Campaign, Merchandising and Customer Marketing Applications


Smarter Social Media: Lets Get Started

•Engage ‘Community Managers’

•Collect & view data, set strategy

•Drive your business :

• Integrate The Customer Funnel



Date post:	12-May-2015
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Data Mining for Smarter Social Media Marketing

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