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
• Social Media data & predictive analytics• Assessing Brand perception using Social• Customer experience impact opportunity • Applying Insights for effect
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
Which stage are YOU in?
Hausman and Associates
What is a Listening Post?
Insights for the Gatorade Brand
Hausman and Associates
CONVERSIONKPI’S
SALES FUNNELCUSTOMER SATENGAGEMENT
SENTIMENT
Use Case: Disney
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
Use Case: Hybrid Channels
Product Return P
Immediacy
Anticipated Challenges
SearchResults
GeographyHybrid use
Listening Tools
nVIVOHyperRESEARCHSPSS text analysis software
• Customer experience impact • Applying Insights for effect
Mark EduljeeConsumer Support Services Insights
“Drowning in data, starving for insights”
“The problem is not the data. It’s the compelling need for context and actionable insights.”
The Everything approach:• Analyze everything• Everything is equally important• Success = acting on everything
Everything for everyone, and nothing for anyone
Analytics overreach and complexity:
The problem with everything
Ask the right questions
• Expensive• Frustrating• Does not scale• Activity instead of action
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-
Social Media data impact opportunity
1. Global2. Always on3. Always relevant4. Short life, long memory
SM analytics strategy
1. Needs vs wants 2. Realistic expectations3. Sponsorship, stakeholders 4. Operations, tools, dashboards
Pulling it together
Begin with the endTools are not a strategyBuild a framework Watch your A’sOngoing maintenance
@MarketingLetterhttp://hausmanmarketingletter.comhttp://LinkedIn.com/in/angelahausman@MarketingLetter
Mark Eduljee on LinkedInMarkeduljee.com -- Blog
