Data Mining for Smarter Social Media Marketing

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Paul Barrett, Teradata

Paul Barrett, Teradata

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  • 1. Paul BarrettGlobal Director Web Intelligence
  • 2. 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
  • 3. Consumers Are Changing the Game…
  • 4.
  • 5.
  • 6.
  • 7. 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
  • 8.
  • 9. 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
  • 10. 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)
    • 11. Data Driven Decision making
    • 12. Leverage Enterprise Communications Platforms (CRM)
    • 13. Close-Loop / ROI Analytics
    • 14. Automate and Integrate
    HIGH
    HIGH
    Built-In Intelligence
    LOW
    LOW
    Social Media Monitoring
  • 15. Imagine Smarter Social Media
    Increased Brand Relevance
    Improved Campaign Performance
    Better Forecasting Accuracy
    Faster Reaction to Fraud, Piracy
    Avoiding Social Media Pitfalls
  • 16. IWI –Offer Overview
  • 17. 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
  • 18. 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
  • 19. Avoid Big Data Traps
    Engineered to eliminate Business Insight Roadblocks
    Scalability
    Complexity
    Speed
    Integration
    Enterprise Quality BI
    Campaign, Merchandising and Customer Marketing Applications
  • 20. Smarter Social Media: Lets Get Started
    Engage ‘Community Managers’
    Collect & view data, set strategy
    Drive your business :
    Integrate The Customer Funnel