Am 2012 presentation canhoto and kietzmann


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Presentation delivered at the Academy of Marketing Conference, 2012 (Southampton, UK). Winner of the best paper in track, Market Segmentation. More information here:

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Am 2012 presentation canhoto and kietzmann

  1. 1. A Conceptual Investigation of the Value of Social Media Data as a Source of Customer Insight Ana Isabel Canhoto, Oxford Brookes University Jan Kietzmann, Simon Fraser University Canhoto and Kietzmann, 2012
  2. 2. The issueCanhoto and Kietzmann, 2012 Source: Kietzmann et al 2011
  3. 3. The issueCanhoto and Kietzmann, 2012
  4. 4. The goals• Investigate the potential of SM channels to contribute to customer insight• Conceptual research: move theory and practice from a predominantly micro perspective to a fairly macro one (MacInnis, 2004)• Availability of data vs. Value in use – Information Systems: to make good decisions, managers need to assess the quality of the input data on its own, as well as in terms of its usefulness for solving specific tasks (Watts et al., 2009) Canhoto and Kietzmann, 2012
  5. 5. The goals• Theory into practice: Canhoto and Kietzmann, 2012
  6. 6. The goals• Practice into theory: – Emerging techniques – Keynote speech – Knowledge gaps• Different stakeholders’ perspectives – Users vs. developers of customer profiles• Segmentation discourse – Possible vs. acceptable approaches – Quality – Effectiveness, efficiency… Canhoto and Kietzmann, 2012
  7. 7. The approach1. Identify a suitable framework to assess the quality of social media data2. Adapt the framework for the specific context of segmentation3. Validate the framework with users and developers of customer profiles4. Apply the framework on social media data Canhoto and Kietzmann, 2012
  8. 8. 1. Literature Review Canhoto and Clark, 2012
  9. 9. 2. Developing the framework Dimension SegmentationIntrinsic The data in Bias, errors, lies or exaggerations (Lichtman et al., 1992) its own right; [Keynote: Jameson and Bass 1989] and source Results can be distorted by unique occurrences or local effects (Humby, Hunt, & Phillips, 2003)Contextual Context for Cost and practical difficulties of obtaining and updating which the detailed customer typologies (Quinn, 2009) data is to be used Solutions need to be manageable (Dibb, 2005) Key variables not easily observable (Hines & Quinn, 2005) Gap in the literature concerning specific business contexts (Dibb and Simkin, 2001) Canhoto and Kietzmann, 2012
  10. 10. 2. Developing the framework Dimension SegmentationRepresentational The format Practitioners value ethnographic research (Zolli, 2006) and the and qualitative insight such as video footage (Quinn, meaning of 2009) the data Intuitive approach (Palmer & Millier, 2004) Broader, soft, more exploratory than operational data (Canhoto, 2008)Accessibility How the data Multiple data sources (Bailey et al., 2009) and is retrieved distribution channels (Meadows and Dibb, 1998) Transfer all the data into a single database (Meadows and Dibb, 1998) Canhoto and Kietzmann, 2012
  11. 11. 2. Developing the framework Canhoto and Kietzmann, 2012
  12. 12. 3. Validation Dimension Segmentation ApplicationIntrinsic The data in Bias, errors, lies or Avatars in Second Life as self- its own exaggerations (Lichtman et idealizations of the user; Facebook right; and al., 1992) profiles deemed to reflect actual source personality fairly closely (Back et al., 2010). LinkedIn, as a professional social network, might be seen as a better source (Kietzmann et al., 2011) Results can be distorted by People generally share true unique occurrences or local consumption decisions on effects (Humby, Hunt, & Facebook, but lie on dating sites Phillips, 2003) (Epstein, 2007) Users can have several identities through conscious or unconscious disclosure of personal information (Kaplan and Haenlein, 2010) Canhoto and Kietzmann, 2012
  13. 13. 3. Validation• Qualitative interviews (key informants) – So far: 2 users + 2 developers – Goal: 30 or saturation• (Very) preliminary findings: – Dimensions: all relevant – Factors: not all equally relevant for every scenario Canhoto and Kietzmann, 2012
  14. 14. 3. Validation Canhoto and Kietzmann, 2012
  15. 15. A Conceptual Investigation of the Value of Social Media Data as a Source of Customer InsightAna Isabel Canhoto Jan