Data Mining for Smarter Social Media Marketing

Paul BarrettGlobal Director Web Intelligence

About Teradata
Leaders in Data Warehousing Technology
Database
Data Warehouse
Leaders in Marketing Technology
Multi-Channel Marketing
Integrated Marketing Managament
Marketing Resource Management
Its not about social, its about the Data

Consumers Are Changing the Game…

We Are Just Building the Technology We Need
Adolescence
80% of Business will market with Social Media
93% of CMO’s plan to use some form of Social Media for the Enterprise
81% of CMO plan to track Social Media ROI
Adulthood (Enterprise)
Netflix API request grew by 37X in the last 13 months.
71% of Tweets get No Response
A customer with a bad Customer Experience will Tell 10 people

Making Social Media Smarter
Moving Beyond Simple Metrics to Enterprise Intelligence
Must-Have-i-ness
Social PR / Marketing
Social CRM
Advertising / Targeting
Social Service
Social Network
Analysis
Social Graph
Social Shopping
HIGH
HIGH
Built-In Intelligence
LOW
LOW
Social Media Monitoring

Making Social Media Smarter
Moving Beyond Simple Metrics to Enterprise INtelligence
Must-Have-i-ness
Social PR / Marketing
Social CRM
Advertising / Targeting
Social Service
Social Network
Analysis
Social Graph
Social Shopping
Making Social Smarter
Analyze alongside Enterprise data (BI, Data Mining,, Text Mining, Historical data)
Data Driven Decision making
Leverage Enterprise Communications Platforms (CRM)
Close-Loop / ROI Analytics
Automate and Integrate
HIGH
HIGH
Built-In Intelligence
LOW
LOW
Social Media Monitoring

Imagine Smarter Social Media
Increased Brand Relevance
Improved Campaign Performance
Better Forecasting Accuracy
Faster Reaction to Fraud, Piracy
Avoiding Social Media Pitfalls

IWI –Offer Overview

Webtrends Framework
Data Collection
Site Testing & Optimization
Operational Reporting
Data Storage
Aggregate Data
Targeting & Personalization
E-Mail Retargeting
Visitor Records
DATA SCHEDULER
Teradata EDW
Behavioral Segmentation

Actions
Responses
Transforming Data to Smarter Campaigns
Branch
Call Center
E-commerce
Store
Sales
Catalog
BI/AnalysisTools
Touch Points
Demographics
WWW
CallCenter
Enterprise
Data
IntegratedOnline and OfflineData
Stores/ Branch
Customer Insight
& Influence
Customer Interactions
Kiosk(POS, ATM)
Behavior/ Social
web Data
Mobile
Revenue Opportunities
DM/Email
Operational Excellence
Industry Data Models
Inclusive of
IWI PDM
SearchEngines

Avoid Big Data Traps
Engineered to eliminate Business Insight Roadblocks
Scalability
Complexity
Speed
Integration
Enterprise Quality BI
Campaign, Merchandising and Customer Marketing Applications

Smarter Social Media: Lets Get Started
Engage ‘Community Managers’
Collect & view data, set strategy
Drive your business :
Integrate The Customer Funnel

Data Mining for Smarter Social Media Marketing

by Webtrends on Mar 16, 2011

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Data Mining for Smarter Social Media Marketing — Presentation Transcript