Predictive Analytics The future of Social Media

David Uribe - Global VP/Creative Director at Asylum Marketing LLCCo-founder & CMO at smartBeemo LLC

Miami Ad School Professor

@david_digital

Digital made everything measurable…

Then it became a constant transformation

Now, we just cannot agree on what success is…

Because we’re focused on numbers, forgetting than numbers are the consequence… not the cause.

Do we want to know/see numbers or identify behaviors?

How do you measure qualitative behaviors then?

BIG DATA “Extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions.”1

1: Source: Google

What is the right method to find those patterns?We’re not even looking for them. Client/Boss happy = Happy agency.

Digital Mktg 2015: Data rich - Insights poor

Introducing: Predictive Analytics

Intelligent Data vs Big DataData - Patterns - Actions

How do we find valuable patterns?

Key: Mathematical AttributionValue to qualitative data (behavioral metrics) and enter the equation.

To find patterns: Mix quantitative (n) data with qualitative (b) data by attributing a value to what you

can’t directly measure / timeframe (t)

P = n * b (f) / t

Existing metric vs Creating a new metricWelcome to the metrics revolution

Example IThe social voice of a brand model

Content Pillar A Content Pillar B Content Pillar C Content Pillar D

30% 30% 30% 10%

Timeframe

= 7+%SustainedEngagement

Example IIDynamic Fluctuating Weighing System (DFWS)

Topic A: Product 33% Topic B: Gym 33% Topic C: Lifestyle 33%

Example IIIsmartBeemo’s scoring metric

Likes = 1Comments = 3Shares = 7

Now predict B*#ch!!

Fav = 1Rep = 3RT = 7

Example IVView-ability engagement metric

VEM = topic (x3) * ER * ATS / Tribe

ER = L + C Avg time spent = #”

Tribe = Targeted audience

Predicting is better than guessing

Science/Math rule the worldIt’s time for scientific social media marketing

Predict influential content Set the trend

$

Let’s not forget the essentials...

Content: SoMe Marketing has to be

Meet the Bee-mo Teamwww.smartbeemo.com

Thank you!david@smartbeemo.com

@david_digital