DDive11 - Social Media Analytics
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DDive11 - Social Media Analytics

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Sempre maggiore l'esigenza di cercare metodi per ottimizzare i propri processi di marketing e ottenere introspezioni più profonde nelle richieste dei clienti al fine di orientare la fedeltà alla ...

Sempre maggiore l'esigenza di cercare metodi per ottimizzare i propri processi di marketing e ottenere introspezioni più profonde nelle richieste dei clienti al fine di orientare la fedeltà alla marca con interazioni più personalizzate. Le aziende si trovano di fronte a un insieme sempre più complesso di outlet digitali per interagire con i clienti comprendente i siti web, le applicazioni mobili, le e-mail e i siti social media; le organizzazioni continuano a concentrarsi sulla valorizzazione dell’esperienza del cliente sulla marca e rispondono rapidamente ai cambiamenti del mercato per differenziarsi

Scopri la soluzione IBM Coremetrics per le Social Media Analytics in grado di fornire alle organizzazioni un’introspezione in tempo reale nelle interazioni con i consumatori, internamente e attraverso reti di social media. Questo consente alle aziende di sviluppare campagne di marketing più mirate e in modo più rapido.

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DDive11 - Social Media Analytics DDive11 - Social Media Analytics Presentation Transcript

  • Web and Social Media Analytics Max Ardigo’ – IBM Lotus - ICS
  • Max Ardigo’• Consulente di trasformazione digitale• Resp area portali e collaborazione SW IBM
  • Timing – 40 min• Metodo: M mngr l vcl(mi mangro’ le vocali)
  • [agenda]• Contesto• Analytics (quanti e quali)• Oggi possiamo sapere... (Coremetrics)• Applicazioni pratiche
  • Relazione 2.0Le aziende funzionano fondendo l’esterno conl’interno – Una nuova paradigma (tecnico)
  • Chi riesce a stargli dietro? Internet trends 2010 - Morgan Stanley Web vs. Mobile Mail vs. Social postsMorgan Stanley Research - 2010
  • Architettura persuasiva
  • Architettura persuasiva IBMIBM Northstar VisionUn unica piattaforma:IBM Customer Experience SuitePer progettare soluzioni integrateper la web/work experience,rapide e flessibili, che garantisconopiu’ efficienza, governo eautomazione real-timenei processi customer centredmulticanale.
  • Architettura persuasiva IBMCustomer Experience Suite – Perchè:1 - Customers MUST make their Web work smarterto stay competitive (selling machines)2 - Customer and partner satisfaction is criticalto keep market share.3 - They MUST be vigilant to sustain their differentiation.4 - Customer satisfaction and retentionis often driven by ongoing service quality.5 - Vietato buttare via i soldi – fine del marlketing senza metriche. Inizio del digitale come macchina di business.
  • Architettura persuasiva IBMCustomer Experience Suite – Benefici: - 400% higher visit-to-lead conversions (c.p.a. banche: 15-50 €) - 200% higher visit-to-order conversions (es. Benchmark retail electronics italia = 1% conversion) - 41% lower page abandonments (bounce rate) - 16.6% more recommendations by customers for products and services - 15.8% fewer customers lost to competitors - 14.1% increase in repeat purchases by customersForrester Research - 2010
  • Architettura persuasiva IBM Social Connectors Real time 1to1 1 click registration & SSO infrastructure Web Analytics (Facebook, Open ID...) Coremetrics, Unica Social registration profiling / permission / dynamic Assemble & Collaborate & Cloud Enterprise Deliver in/out Socialize in/out services 2.0 Layer Portal, Content, Commerce Social, Mobile, Touchpoint Integration User management Advanced Analytics Infusion Notes client, Collaboration Cloud Collaboration COBRA, Unica, Social Networks Social Networks SPSS, Cognos, Portal, Content & Social Tools Social ToolsILOG ... 3rd parts Commerce 2.0 Teamwork Files Real Time Surveys Virtual Portals Chat/Call/Web me Webconf Web Content, Commerce Awareness etc. Mobile Enterprise Role/Rule based Webconf Master Data Dynamic Personalization Cloud Portal (extended user Campaign, Targeting on Amazon EC2 Business & Social data) Composite Mashups / IBM Cloud Rich Client Mashups Multiplattform
  • Architettura persuasiva IBMCustomer experience layer (aggregazione smart),personalizzazioni, interazioni real time backend data Integrate and assemble eterogeneous environments Assemble Backend, external and Cloud services to build rich user experiences (Portal and Notes Client) Virtual portals to build and connect internal and external world and extend branded propositions What people want to have, in that moment, relevant Manage Social registration Process for onboarding customer propositions (Asset) Provide personalization rules to deliver “my experience” Adaptive content (reccomendation, affinity etc) Campaign management Mashups, Ratings, Tagging, etc. Extended social schema DB (merge business & social data to deliver personal) Web 2.0 accellerators Mobile content
  • Architettura persuasiva IBM - Solution examples1 – Intuitive front-end / nuova generazione esperienze web e mobiletransazioni 2.0 / interazioni real time CRM&AnalyticsEsempi in retail banking, cpg, fashion, automotive, ecc.http://www.juventus.comhttp;//turismo.milano.ithttp://www.bnl.ithttps://www.cartabcc.ithttp://www.evvivailwurstel.ithttp://www.stogit.ithttp://www.icuorleggeri.com/http://www.postel.it/http://www.beic.ithttp://www.it.laufen.comhttp://www.inalca.ithttp://www.unibocconi.euhttp://www.iulm.ithttp://www.almavivaitalia.ithttp://www.castelgarden.comhttp://www.cedacri.ithttp://www.stiga.comhttp://www.rijkzwaan.ithttp://www.rcsmediagroup.ithttp://www.leasys.comhttp://www.technapoli.ithttp://www.ideam.ithttp://www.bureauveritas.ithttp://catalogo.gruppofondiariasai.ithttp://www.servizilavoro.ithttp://www.aciglobal.ithttp://www.messinaline.ithttp://www.adriaticlng.comhttp://www.illy.com/http://www.mercatoneuno.com/http://www.berco.comhttp://www.campoverde-group.comhttps://ebanking.clarisbanca.ithttp://www.fondazionecassamarca.ithttp://portal.sowre.comhttp://www.rcsmediagroup.ithttp://www.sitabus.ithttp://sistemats1.sanita.finanze.ithttp://www.italialavoro.ithttp://www.comune.milano.ithttp://www.comune.roma.ithttp://solutions.3mitalia.ithttp://www.chebanca.ithttp://www.cobra-at.comhttp://www.adriaticlng.comhttp://www.stogit.ithttp://www.agenziaentrate.gov.ithttp://www.italialavoro.it
  • Architettura persuasiva IBM - Solution examples2 – Customer Onboarding / universal registration process,social bridging, social commerceES. Da una widget “scegli la tua carta” di IBM commerce (1) deployata su Facebook (2), un utente invita propri amici a regalare con carta”1 click (3), autorizzando gestions (4) info di profilo FB. Il processo di registrazione universale (5) profila e monitora ilcompletamento dati (6). Il servizio supporta tutti i touchpoint di registrazione / autenticaizone. 2 Social registration 1 profiling / permission / dynamic 3 4 Dynamic IBM Business Partner Factor-y XSSO Suite 5 unique covering: Aol, Yahoo!, Facebook, Twitter, LinkedIn, registration Social customer 6 Google, MySpace, Windows Live, Hyves, Verisign, proces with MyOpenID, OpenID, Flickr, Blogger, Livejournal, data hub permission Wordpress, Netlog. (extended user marketing Business & Social data) rules
  • Analytics...
  • Web/Social Analytics (some/how) (standard players)• Web (interactive behaviour...• Social (network behaviour...• Social Media (customer feedback, ratings...• Sentiment (opinion mining, trends, alerts...• Text (information mining...• Marketing (Above + Campaigns+SEM+SEO...• Commerce (who, what• BI (busines...• Predictive (future business...• Psyco...• ...
  • IBM Web/Social Analytics (differenziazione)• Web (IBM Coremetrics...• Social (IBM Coremetrics, Connections, Atlas, LCM&R...• Social Media (IBM Coremetrics, Cognos CC&I, SPSS...• Sentiment (IBM Coremetrics, Cognos CC&I...• Text (IBM SPSS, Cognos C.A...• Marketing (Coremetrics, Unica...• Commerce (Coremetrics, WCS...• BI (Cognos 10 + Connections...• Predictive (SPSS...• ...
  • Oggi possiamo sapere...
  • IBM Coremetrics / Digital Marketing
  • IBM Coremetrics – Apnea demo
  • IBM Coremetrics allows toAnticipate customer preferences and predispositions based ona historical view of browsing behavior across multiple channels.Automate the management of marketing campaigns, enablingimmediate delivery of specifically-tailored content to individualsin response to past and current browsing behavior.Syndicate personalized content to the right channel at the righttime (web sites, emails, ad networks, and more).(Repeat) the process. Every new bit of information collectedmakes the data more relevant, and the marketing programs getbetter and better.
  • Coremetrics LIVE Profiles™• We’re the only solution provider to offer this cross-channel historical data.• Includes every source that brought visitor to web site (banner ad, email campaign, affiliate link, keyword, news article).• Includes sources using other opt-in identifications for visitor info (flight info, hotel room, newsletter sign-up, form registration).• Includes detailed offline customer, product, event, and categorization data and important browser attributes.• Very powerful: supports advanced data analysis.23
  • Analytics, Attribution and APIs • Best practice analytics platform: Coremetrics Analytics™ • Flexible ad hoc analytics, segmentation and data visualization using Coremetrics Explore™ • Real-time reporting using Coremetrics Monitor™ • Industry level and sub-vertical level comparisons using Coremetrics Benchmark™ • Flexible forecasting module • Powerful, in-depth multi-session, multi-dimensional, and impression-level marketing attribution in- multi- multi- impression- • Report level and customer record level import and export APIs and marketer-controlled self-service applications and marketer- self- • Extensive marketing optimization application management APIs24
  • Coremetrics LIVEmail™ Improves targeting and flexibility to enhance email marketing campaign management.• Advanced (re) segmentation /in/out• Automated target email campaigns• Seamless integration with certified email service providers• Best practice target campaigns• Marketer controlled segmentation• Proven ROI from over 400 brands25
  • Coremetrics Search ™ Helps businesses manage their paid search initiatives for maximum impact.• Automated bid management• Consolidated PPC and quality score analytics• Advanced attribution and segmentation• Content network support• Landing page optimization• Strong management and editing tools• Proven, repeatable ROI from over 300 brands26
  • Coremetrics Intelligent Offer ™ Delivers unprecedented control and flexibility to online product recommendation programs.• Automated implementation of recommendations• Wisdom of crowds and personalization for greatest impact• Marketer controlled algorithms and A/B test• Advanced rules configuration• Real-time recommendations• Proven, repeatable ROI from over 300 brands27
  • Coremetrics AdTarget™ Increases relevancy of display ad campaigns by syndicating rich data segments to display advertising networks.• Automatic integrations with ad targeting and social networks• Advanced segmentation for more effective targeting• Retrieves visitors with targeted display ads• Works with multiple networks simultaneously• Allows sophisticated marketing mix decisions28
  • Applicazioni pratiche
  • Esempi• Apps (Domino, Java)• Portal (internet e intranet) – Connections – Quickr• Web (multisito, siti concorrenti)• Commerce (multisito)• Social esterno (FB, Twitterm Google, Youtube)
  • Esempi nostrani• Travel (Internet, Commerce)• Retailer ottiche (intranet e internet social)• Banca (intranet e internet, transactions, adv)• Pharma (intranet agenti, social farmacie)• ...
  • Grazie agli sponsor per aver reso possibile il DDive 2011! Main Sponsor Premium Sponsor Prime Sponsor