What does "big data" mean? Which is the importance of a data scientist in a company, and how this role can be strategic, in order to identify and to build new marketing and communication strategies?
Social Media Monitoring must be at the core of an effective circular and never ending process: thanks to it, it is possible to know not just what people is saying about our company but also how they interact and how these conversations can be transformed in strategy. So, it is important to give feedback to the operations and business area, as well as to other units which can be interested by the monitoring.
It is fundamental then that the data scientist - who has at least skills both in statistic and in marketing area - be able to apply classic quantitative analytics (engagement, reach, etc.) and qualitative ones: in this sense the social network analysis can play an interesting role in (re)defining the position of the brand and its relationship with its followers online.
KEYNOTE AT DIGITAL MARKETING & MEDIA SUMMIT, Hamburg
October 24th - 26th 2012
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