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INFORMATION v INSIGHT @barryhand   barryhand.ie
INFORMATION = INSIGHT!
INFORMATION = INSIGHT?
LOTS OF INFORMATION
CONVERT TIME & ENERGY INTO FUN
WEBSITE INFORMATION INSIGHT?
ADDING INSIGHT <ul><li>Combine INFORMATION from orders </li></ul><ul><li>SEGMENT into customer groups </li></ul><ul><li>TA...
SOCIAL MEDIA <ul><li>It isn’t FREE (takes resources) </li></ul><ul><li>ROI is a business metric, not MEDIA </li></ul><ul><...
BASELINE Before Social Media After Social Media
ACTIVITY TIMELINES
MEASURE AGAINST BASELINE <ul><li>Sales Revenue </li></ul><ul><li>Orders/Transactions </li></ul><ul><li>Net Customers </li>...
GATHER SOCIAL MEDIA INFORMATION
OVERLAY INFORMATION <ul><li>TRANSACTIONS </li></ul><ul><li>WEB DATA </li></ul><ul><li>SOCIAL </li></ul><ul><li>LOYALTY MET...
OVERLAY TIMELINES Before Social Media After Social Media
IMPACT <ul><li>Look for PATTERNS </li></ul><ul><li>Prove RELATIONSHIPS </li></ul>Before Social Media After Social Media
GAINING INSIGHT <ul><li>Remember OBJECTIVES </li></ul><ul><li>Calculate SAVINGS, REVENUE GAINS etc. </li></ul><ul><li>MEAS...
RECAP <ul><li>INSIGHT appears when you look for MEANING </li></ul><ul><li>SOCIAL MEDIA = COMMUNICATIONS </li></ul><ul><li>...
INFORMATION v INSIGHT @barryhand   barryhand.ie
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INFORMATION v INSIGHT

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Measure it! (02/06/10)

http://mulley.ie/blog/2010/05/the-next-measure-it-is-on-june-2nd-at-10am-12pm/

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  • Historical information = knowledge
  • Modern information
  • playpump
  • playpump
  • 1) Resources which generate business
  • Baselines show changes Find out what impact SM has had and where
  • Transcript of "INFORMATION v INSIGHT"

    1. 1. INFORMATION v INSIGHT @barryhand barryhand.ie
    2. 2. INFORMATION = INSIGHT!
    3. 3. INFORMATION = INSIGHT?
    4. 4. LOTS OF INFORMATION
    5. 5. CONVERT TIME & ENERGY INTO FUN
    6. 6. WEBSITE INFORMATION INSIGHT?
    7. 7. ADDING INSIGHT <ul><li>Combine INFORMATION from orders </li></ul><ul><li>SEGMENT into customer groups </li></ul><ul><li>TARGET across CHANNELS </li></ul><ul><li>Increased REPEAT CUSTOMERS to 20% </li></ul><ul><li>PREDICT not just WHEN, but WHAT </li></ul>
    8. 8. SOCIAL MEDIA <ul><li>It isn’t FREE (takes resources) </li></ul><ul><li>ROI is a business metric, not MEDIA </li></ul><ul><li>Social Media = COMMUNICATIONS </li></ul><ul><li>Set OBJECTIVES (more sales, reduce complaints etc.) & prove SOCIAL MEDIA </li></ul>
    9. 9. BASELINE Before Social Media After Social Media
    10. 10. ACTIVITY TIMELINES
    11. 11. MEASURE AGAINST BASELINE <ul><li>Sales Revenue </li></ul><ul><li>Orders/Transactions </li></ul><ul><li>Net Customers </li></ul>Before Social Media After Social Media
    12. 12. GATHER SOCIAL MEDIA INFORMATION
    13. 13. OVERLAY INFORMATION <ul><li>TRANSACTIONS </li></ul><ul><li>WEB DATA </li></ul><ul><li>SOCIAL </li></ul><ul><li>LOYALTY METRICS </li></ul><ul><li>RELEVANT ACTIVITIES </li></ul>
    14. 14. OVERLAY TIMELINES Before Social Media After Social Media
    15. 15. IMPACT <ul><li>Look for PATTERNS </li></ul><ul><li>Prove RELATIONSHIPS </li></ul>Before Social Media After Social Media
    16. 16. GAINING INSIGHT <ul><li>Remember OBJECTIVES </li></ul><ul><li>Calculate SAVINGS, REVENUE GAINS etc. </li></ul><ul><li>MEASURE more than FOLLOWERS & LIKES </li></ul><ul><li>What is the SOCIAL MEDIA impact? </li></ul>
    17. 17. RECAP <ul><li>INSIGHT appears when you look for MEANING </li></ul><ul><li>SOCIAL MEDIA = COMMUNICATIONS </li></ul><ul><li>Create BASELINE & MEASURE </li></ul><ul><li>Gain INSIGHT into IMPACT </li></ul><ul><li>SOCIAL MEDIA ROI? </li></ul>
    18. 18. INFORMATION v INSIGHT @barryhand barryhand.ie
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