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LISTEN
CONTINUOUSLY
ANALYTICS AND
SOCIAL LISTENING
LESLIE MOHN

DIRECTOR OF USER EXPERIENCE
ARCHITECTURE

CHRIS KUJAWSKI
CONNECTION
STRATEGIST
ANALYTICS

Quantitative methods to
understand audience actions,
recognize performance and success,
and contribute to conti...
INTEGRATED MEASUREMENT
ANALYTICS: ACTION FROM DATA

CONNECTING ALL DATA POINTS
•

2010: Each Marketing Channel was Siloed in Measurement

.com

m...
ANALYTICS: ACTION FROM DATA

CONNECTING ALL DATA POINTS
•

2010: Each Marketing Channel was Siloed in Measurement

•

2012...
ANALYTICS: ACTION FROM DATA

CONNECTING ALL DATA POINTS
•

2010: Each Marketing Channel was Siloed in Measurement

•

2012...
ANALYTICS: ACTION FROM DATA

UNIVERSAL ANALYTICS
•

A unified tracking ID across multiple devices & platforms

•

Connects...
ANALYTICS: ACTION FROM DATA

OWENS CORNING ROOFING AT LOWE’S
location

lifestyle
kiosk

register
mobile

web site
ad

cart...
ANALYTICS: ACTION FROM DATA

AFFINITY CATEGORIES (LIFESTYLES)
ATTRIBUTION
ANALYTICS: ACTION FROM DATA

MULTIPLE TOUCH POINTS TO CONVERSION
Over 45% of Conversions
are Made with Interaction
from Mu...
ANALYTICS: ACTION FROM DATA

WHICH TOUCHPOINT OWNS THE CONVERSION?
•

Current State of Attribution Modeling

100%

—%

—%
...
ANALYTICS: ACTION FROM DATA

TO WHAT DO WE ATTRIBUTE?
•

Future state of Attribution Modeling
ANALYTICS: ACTION FROM DATA

TO WHAT DO WE ATTRIBUTE?
•

Future state of Attribution Modeling

Medium
ANALYTICS: ACTION FROM DATA

TO WHAT DO WE ATTRIBUTE?
•

Future state of Attribution Modeling
Defined Segments
Homeowners ...
MORE DATA, MORE KNOWLEDGE
ANALYTICS: ACTION FROM DATA

PREPARING FOR UNIVERSAL ANALYTICS
•

Understand your audiences
– GA will incorporate demograp...
ANALYTICS: ACTION FROM DATA

BIG DATA, BIG DEAL?
SOCIAL LISTENING
SOCIAL CONVERSATIONS
CROWDSOURCING
•

Ratings & Reviews – Product/services

•

Testimonials – Experiences

•

Curation – Mining and selection

...
See more at

HANSONINC.COM/SUMMIT
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Analytics and Social Listening

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Google Analytics is rolling out some big changes, including Universal Analytics. Chris Kujawski explains how to prepare for the update, and what “big data” means for you. Mike Osswald concludes with an overview of social listening.

www.hansoninc.com/summit

Published in: Technology
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Transcript of "Analytics and Social Listening "

  1. 1. LISTEN CONTINUOUSLY ANALYTICS AND SOCIAL LISTENING
  2. 2. LESLIE MOHN DIRECTOR OF USER EXPERIENCE ARCHITECTURE CHRIS KUJAWSKI CONNECTION STRATEGIST
  3. 3. ANALYTICS Quantitative methods to understand audience actions, recognize performance and success, and contribute to continuous improvements
  4. 4. INTEGRATED MEASUREMENT
  5. 5. ANALYTICS: ACTION FROM DATA CONNECTING ALL DATA POINTS • 2010: Each Marketing Channel was Siloed in Measurement .com mobile email display social print in-store Web Analytics Platform Web Analytics Platform Email Program Double Click Social Platform Reports Listening to Other Platforms Sales Data / CRM
  6. 6. ANALYTICS: ACTION FROM DATA CONNECTING ALL DATA POINTS • 2010: Each Marketing Channel was Siloed in Measurement • 2012: Online Channels Brought Together with Offline web app email display Web Analytics Platform social print in-store Sales Data / CRM
  7. 7. ANALYTICS: ACTION FROM DATA CONNECTING ALL DATA POINTS • 2010: Each Marketing Channel was Siloed in Measurement • 2012: Online Channels Brought Together with Offline • 2014: Unified / Cross-Device & Platform Measurement web app email display social print in-store
  8. 8. ANALYTICS: ACTION FROM DATA UNIVERSAL ANALYTICS • A unified tracking ID across multiple devices & platforms • Connects online and offline • Gives businesses long term value of their customers web app email demographics display CRM support social print in-store
  9. 9. ANALYTICS: ACTION FROM DATA OWENS CORNING ROOFING AT LOWE’S location lifestyle kiosk register mobile web site ad cart demographics
  10. 10. ANALYTICS: ACTION FROM DATA AFFINITY CATEGORIES (LIFESTYLES)
  11. 11. ATTRIBUTION
  12. 12. ANALYTICS: ACTION FROM DATA MULTIPLE TOUCH POINTS TO CONVERSION Over 45% of Conversions are Made with Interaction from Multiple Touch Points
  13. 13. ANALYTICS: ACTION FROM DATA WHICH TOUCHPOINT OWNS THE CONVERSION? • Current State of Attribution Modeling 100% —% —% —% —% 1st Interaction 25% 25% 25% Linear —% —% 100% Last Interaction 25% 10% 20% 30% Time Decay 40%
  14. 14. ANALYTICS: ACTION FROM DATA TO WHAT DO WE ATTRIBUTE? • Future state of Attribution Modeling
  15. 15. ANALYTICS: ACTION FROM DATA TO WHAT DO WE ATTRIBUTE? • Future state of Attribution Modeling Medium
  16. 16. ANALYTICS: ACTION FROM DATA TO WHAT DO WE ATTRIBUTE? • Future state of Attribution Modeling Defined Segments Homeowners / Professionals App Users Male / Female Research Online / Purchase In-Store Age Groups
  17. 17. MORE DATA, MORE KNOWLEDGE
  18. 18. ANALYTICS: ACTION FROM DATA PREPARING FOR UNIVERSAL ANALYTICS • Understand your audiences – GA will incorporate demographic data • Assess your touch points and data sources – We can import data from CRM / other offline sources • Assess your own unique user ID – it can be used across all touch points
  19. 19. ANALYTICS: ACTION FROM DATA BIG DATA, BIG DEAL?
  20. 20. SOCIAL LISTENING
  21. 21. SOCIAL CONVERSATIONS
  22. 22. CROWDSOURCING • Ratings & Reviews – Product/services • Testimonials – Experiences • Curation – Mining and selection • Co-Creation – Gauge customer reaction to ideas and/or amplify good ideas submitted – Can be part of user interviews
  23. 23. See more at HANSONINC.COM/SUMMIT
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