Future Midwest - Consumer Insights and Analytics that Drive Digital & Social Strategies

Future Midwest
#FMW10
@kenburbary

Connect with your data

Trend #1 – Social goes global

Trend #2 – Mobile Demand

Data Devices Multiplying...

Device Diversification
Nike Plus
Edible micro-pills

“In 2009, more data was generated by individuals than in the entire history of mankind through 2008”
-Andreas Weigend, the former Chief Scientist at Amazon.com
Trend #3 – Data Era

Gimme Data & Insights!
No Looking Back, Sink or Swim

Too many choices!
Too much velocity!
Increasingly more complex!
Social Media Ecosystem
Digital Marketing Channels
Search Engine Marketing
Search Engine Optimization
Display Advertising
Email Marketing
Online Video
Websites
Mobile Marketing
Social Media
Webinars
The next “big” thing???

“Popular Opinion” Digital Strategy
I’ll have one Facebook, two Microsites, one Community and a Twitter please!

Dedicate yourself to Outcomes!
Outcomes = the purpose for which your website/application/user experience exists
No Outcomes = Unhappy Bosses
Don’t live data rich and insights poor!
Don’t be in the business of producing data
Data should exist to serve the needs of the business and provide insights that can be ACTED UPON to produce OUTCOMES!

Identify insights that connect to desired outcomes
Source: Mohan Sawhney, Kellogg School of Management

We’re the same!
Attribution:http://adamhcohen.com/cognitive-bias-in-social-media-strategy
Beware Cognitive Bias

Listening to Consumers

Observing Consumers

The New Model…

Clickstream & Multiple Outcomes Analysis
Q1. What is happening on my site?
Q2. How much of each thing is happening on my site?

Web Analytics – Experiment & Test

Google Ad Planner
Site Metrics
User Interests
Related Sites/Subdomains

YouTube Insights for Audience
Demographic Data
Geographic Data
Engaged Audience
Search Terms

Search Insights
FACT
Geographic Data

Competitive Web Site Research

Competitive Web Site Research
Related Sites
Geographic Data

Jaffe Juice Tag Cloud by http://www.wordle.net

EngagementMetrics
Why does it matter?
Makes all marketers data-marketers
Demographic Data
Activity Metrics
Facebook Engagement Insights

Discover - Harvest relevant social data
Analyze - Separate signal from noise
Segment - Segment social data by business function and/or defined categories
Strategize & Integrate – Make listening outputs a regular input that informs the strategic planning process
Execute – Informed action based on insights from strategic listening
Voice of the Customer Framework

Social Data Analytics Insight Example #1:Key events drove spikes in conversation (CPG brand)
Conversation driver:Product Release
“The white and grey Nike MVpuppets Tee shirts are both dropping at Brand Xs all over the place”
Conversation driver:
Product Release
“I just went to Brand X, bought myself a kobe puppet tshirt!”
Conversation Driver:
Product Release
“Nike Air Max is not just some new color that nike released to sell at Brand X…this shoe has a special value”
Conversation driver:
Company Event
“Brand X Hires John Doe As CEO..”

Social Data Analytics Insight Example #2:Key events drove spikes in conversation (CPG brand)
47% of the conversations online involve product availability and product releases; much of the chatter is discussion or inquiries
Majority of events triggering conversations include concerts, signing, sweepstakes, etc.
Only 5% of conversations online pertain to sales, indicating price is not a primary concern among Brand X customers conversing online
Breakdown by Event Trigger
“…Other 2009 releases include: white/red 12s, infrared 7, space jams, an orlando magic pack (i forget the numbers) and some other s**t i dont remember but true blues are definitely coming out stateside”
“Brand X also has excellent customer service. Returned defective shoes (for the second time) without a receipt, have a store credit now....”
“heads up to san diego peeps Brand X in mission valley mall has the white 4 rings in.... 1 m left, 2 l's, 3 xl's and i think 1 or 2 xxl and xxxl. i advise getting there as soon as they open to get what you want!”

Social Data Analytics Example #3:Identify insights by combining different dimensions together (CPG brand)
“Went to the mall today, bought a USC hoody from BrandX....”
“why are the metallics (green, red) not being sold at Brand X, eastbay or finishline? the release date was july 4th but they are only sold at some select stores online; is there a reason that Brand X and finishline are not releasing them?”
“…try some of these stores near your area. disregard the Brand Xs, they are worthless when it comes to specializing in shoes that fit your need.”
“…just picked a white one up from Brand X in so. cal. the white one is the best yet. very clean lookin' with the purple wristband. Image”

Jackpot!

Social Engagement Insights

Real-time Local Trends
http://trendsmap.com

Analytics Channel Convergence

Insights & Analytics Resources
Occam's Razor by AvinashKaushik - http://www.kaushik.net/avinash
Actionable Analytics by Jonny Longden - http://actionable-analytics.com/
Industry Insights by Omniture - http://blogs.omniture.com/
Six Pixels of Separation by Mitch Joel - http://www.twistimage.com/blog/
Kaizen Analytics by Michael Nottes - http://www.kaizen-analytics.com/
Nielsen Insights - http://en-us.nielsen.com/insights
ComScore Voices - http://blog.comscore.com/
Hitwise Intelligence - http://weblogs.hitwise.com/
Web Analytics Demystified by Eric Peterson - http://blog.webanalyticsdemystified.com/weblog/

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Future Midwest - Consumer Insights and Analytics that Drive Digital & Social Strategies

by Ken Burbary on Apr 19, 2010

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Future Midwest - Consumer Insights and Analytics that Drive Digital & Social Strategies Presentation Transcript