Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World


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Sam Phillips' presentation at Internet World, on 27th April 2010 in the Email, Mobile and Analytics Theatre

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Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

  1. 1. “ Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World” Sam Phillips, Founder and CEO Glide Technologies
  2. 2. The engaged web
  3. 3. The engaged web <ul><li>The engaged web is organic, asymmetrical and fluid </li></ul><ul><li>The organisation sits in the middle; surrounded and exposed to a landscape of influencers that is constantly changing and inter-connecting in real-time </li></ul><ul><li>The engaged web will continue to have a profound effect on businesses and how they manage their reputations – demanding transparency and visibility </li></ul>
  4. 4. Reputation firewall
  5. 5. Reputation firewall <ul><li>People are empowered by online communities which give them a voice - this is just the beginning </li></ul><ul><li>No business can afford not to know what’s being said about their brand </li></ul><ul><li>If a corporate firewall protects the organisation’s knowledge and IP, buzz monitoring helps protect the organisation’s reputation. </li></ul>
  6. 6. The currency of speed <ul><li>Organisations that spot things early and have the ability to respond quickly and effectively, will have significant competitive advantage </li></ul><ul><li>Measurement and metrics that can track patterns and trends as they happen are powerful tools that can aid good business decisions </li></ul>Within 24 hours, The Tories responded with their own version Labour put out this campaign
  7. 7. Right time analytics <ul><li>We need to be able to analyse information in real-time, but we also need to get the picture at the right time </li></ul><ul><li>Measurement is evolving from ‘what has happened’ to ‘why it’s happened’ </li></ul>
  8. 8. Key measurement challenges <ul><li>Measuring reputation effectively requires </li></ul><ul><li>measurement of all reputational influence, </li></ul><ul><li>systematically and within a blended </li></ul><ul><li>environment </li></ul>
  9. 9. First key challenge <ul><li>Sentiment is no longer fixed, but fluid and rapidly changing </li></ul>
  10. 10. Fluctuating sentiment <ul><li>A positive comment may later be followed by a slew of negative comments only to later revert to more positive statements </li></ul><ul><li>Sentiment must be captured, measured and delivered in a timely fashion </li></ul><ul><li>Requires technology that can constantly harvest, track and analyse an evolving dialogue across multiple digital properties </li></ul><ul><li>More important to look at trends, not posts or specific articles </li></ul>
  11. 11. Second key challenge <ul><li>What is good? </li></ul><ul><li>What is bad? </li></ul><ul><li>Take the following example... </li></ul>
  12. 12. Second key challenge <ul><li>Who could argue that is a positive news story? </li></ul><ul><li>BUT it could be bad news for a company marketing cancer therapies, for example </li></ul><ul><li>Sentiment, therefore, depends on your point of view </li></ul><ul><li>We need to be able to look at the world from a multitude of angles </li></ul>
  13. 13. Different angles <ul><li>Technologies are emerging that give us the ability to adjust the viewpoint from which we look at data at the click of a button </li></ul><ul><li>Imagine being able to view the world instantly through your competitor’s eyes or turn things around and view data either from a CSR or Investor viewpoint </li></ul><ul><li>We need this multi-perspective capability if we are to get the best business intelligence </li></ul>
  14. 14. Third key challenge <ul><li>The engaged web has its own language </li></ul><ul><li>The syntax used on properties such as Facebook and Twitter is very different to that of conventional prose </li></ul><ul><li>These elements require a very different set of algorithms to deliver effective analysis </li></ul><ul><li>Sentiment analysis engines built around dictionary-based models are constantly out-of-date </li></ul><ul><li>New rules-based methodologies operate by analysing grammar and context that have the ability to self-learn and automatically adapt to language change as it happens, keeping them ahead of the game </li></ul>
  15. 15. <ul><li>If we’re finally able to tackle these kinds of issues are we finding the Holy Grail or just indulging in some comedy? </li></ul>The holy grail
  16. 16. Engage listening <ul><li>Many tools have tried and largely failed to succeed in using technology to analyse content for sentiment and meaning </li></ul><ul><li>It is finally being cracked and the world will soon be divided between those companies that have good reputation-management tools and those that don’t </li></ul><ul><li>The aim of using such tools is not to replace the person but to elevate the human role to high level analysis and decision-making </li></ul>
  17. 17. Don’t forget to engage! <ul><li>Market-leading companies are changing the way they communicate, putting far more effort into creating dynamic, discoverable content that is easy to digest and propagate </li></ul><ul><li>Take Motorola, for example </li></ul><ul><li>Integrated platforms provide one place where all the elements of measurement and engagement are linked </li></ul>
  18. 19. <ul><li>1. The complexity and sophistication of user’s behaviour online will increase to more closely mirror the complex relationships and influence that we have in our offline lives </li></ul><ul><li>Measurement tools will evolve to track these behavioural paths but also take these patterns and translate them into forecasts </li></ul><ul><li>Measurement tools will learn not to just analyse words but all parts of the story-teller’s armoury including pictures, video and graphics </li></ul>Two future trends I foresee
  19. 20. Perhaps someday we’ll have a measurement tool that’ll be capable of telling us the sentiment in this photo!
  20. 21. <ul><li>Sam Phillips </li></ul><ul><li>+44 (0) 7803 174 819 </li></ul><ul><li>sam.phillips@glidetechnologies.com  </li></ul><ul><li>www.glidetechnologies.com </li></ul><ul><li>@glidetech </li></ul>