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Ten Trends in Digital Analytics Today
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Ten Trends in Digital Analytics Today

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Digital Analytics presentation given to Social Media Club Detroit on 5-29-13.

Digital Analytics presentation given to Social Media Club Detroit on 5-29-13.

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  • Great Presentation Ken. Loved it.

    Will appreciate if you could take a demo of our product, Simplify360. We do offer similar offerings like the one you talked about. We have our special USP in analytics in 28 languages and strong analytics framework.
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Ten Trends in Digital Analytics Today Presentation Transcript

  • 1. 10 TRENDS INDIGITAL ANALYTICSThursday, May 30, 13
  • 2. OPEN, UNFILTERED CHANNELSREAL-TIME MARKET-DRIVEN CONVERSATIONSENGAGED CUSTOMER AND PARTNER COMMUNITIESEARLY WARNING SYSTEM FOR COMPETITIVE INTELLIGENCEHARD TO MAKE A MOVE WITHOUT SOME DIGITAL FOOTPRINTLOTS OF NOISE TO FILTER, BUT PLENTY OF VALUABLE SIGNALSOCIAL CHANNELS= NEW FRONTIER FOR RESEARCH#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 3. MARKETERS ARE CURRENTLYSWIMMING IN DATAPeople and brands send more than 340m tweets per dayPeople on Facebook share more than 684,000 bits of content per dayPeople upload 72 hours of new video to YouTube every minuteGoogle receives over 2 million search queries a minute#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 4. #1 – (TOOL) BUYER BEWARE#digitalanalyticsbook // @kenburbary on TwitterSocial Media ListeningSocial Media EngagementInfluencer AnalysisAudience AnalysisContent AnalysisSearch AnalyticsThursday, May 30, 13
  • 5. HUNDREDS OF AVAILABLE TOOLSWITH NO CLEAR LINK…YET#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 6. #2 – TWO CLEAR LISTENING MODELS EMERGING#digitalanalyticsbook // @kenburbary on TwitterListening for program planning andlistening for content developmentThursday, May 30, 13
  • 7. What are people saying about your brandWhere people are talking about your brandWhen people are talking about your brandWho is talking about your brandWhy people are talking about your brandTAKING A STEP BACK TO SET PROPER GOALS#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 8. LISTENING TO DEVELOP CONTENT IN REAL-TIME#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 9. Top curated content from pre-screened, influential online sources.Content created by approved staff contributors.Ranked by online reach + whether staff has interacted with it.Potentially featured by a staff Editor.TOP BRANDSBECOMING CONTENT CURATORS…#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 10. #3 – HR, SALES, PRODUCT DEVELOPMENT,CUSTOMER SERVICE JOIN THE DIGITAL DATA PARTY#digitalanalyticsbook // @kenburbary on TwitterDigital data’s value extends wellbeyond its applications for publicrelations and marketingThursday, May 30, 13
  • 11. Concept of building a dashboard tolisten for conversations outside ofPR/marketing applications is easy- Discover the data- Analyze the data- Segment- Develop insights- Execute based on those insightsIn practice, much more difficult toexecute at large companiesRequires central source forlisteningwith organizationMAKING SOCIAL DATAWORK OUTSIDE OF PR/MARKETING#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 12. Shift in importance away fromtraditional customer servicechannels toward social media,smartphones and internet sites79% of respondents in thesurvey cited the immediacy ofinteractive channels in theirpreference46% cited those interactivechannels as the most efficientcommunication methodListening to conversations forcustomer service requiresdedicated team, technologies,measurement techniquesand processesSOCIAL CUSTOMER SERVICEIS AN EMERGING APPROACH#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 13. SAMSUNG AND DELTAARE TWO STRONG CASE STUDIES#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 14. #4 – WE DROP “SOCIAL” FROM SOCIAL CRM#digitalanalyticsbook // @kenburbary on Twitter“CRM platforms evolve toincorporate social data more easilytherefore eliminating the need tokeep using social in front of CRM.”Thursday, May 30, 13
  • 15. THE GOOD NEWS IS CURRENT SYSTEMSARE EVOLVING…SLOWLY#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 16. #5 – INTERNAL OWNERSHIP BECOMES CRITICAL#digitalanalyticsbook // @kenburbary on Twitter“Companies are dealing with amassive amount of customer dataand need to build capabilities tohandle it.”Thursday, May 30, 13
  • 17. FOUNDATIONAL ELEMENTSSKILLSSTRUCTUREJOB FUNCTIONEVOLUTION#digitalanalyticsbook // @kenburbary on TwitterProblem solving, tool expertiseWhere do they reside? What part of the company?What do they do? Build reports or work with LOBto bridge gap between research and application.Roadmap for success. Plan to take the org beyond reportsThursday, May 30, 13
  • 18. INTEL HAS DEVELOPED A SOCIAL COCKPIT…#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 19. #6 – COMMAND CENTERS ARE VALUABLE… KIND OF“Command centers are valuableinternal tools that rally theorganization around the idea ofsocial media/listening tocustomers.”#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 20. SEVERAL BRANDS HAVE BUILT COMMAND CENTERSDo you need one ofthese if you are a brandor representing a brand?It depends#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 21. #7 – MEASUREMENT FINALLY BECOMES INTEGRATED“Communications has beenworking to break down silos for years.It’s time to do the same inmeasurement.”#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 22. TIMELY INTELLIGENCETIMELY DECISIONSDAILYMedia flow, news synopses, topline opinionsWEEKLYKPI tracking, red flags, tactical decisions,editorial planning, traffic/sales impactMONTHLYKPI trends and insights, strategy evaluation,program optimization, problem resolutionHOURLYCompetitive alerts and crisis managementQUARTERLYKPI executive reviews, strategy shifts,problem escalation, cross-discipline impactANNUALLYBusiness and comms planning, long-range strategy, KPIassessment and goal setting#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 23. INSTITUTIONALIZE STANDARD METRICSAWARENESS(REACH)CONSIDERATION ACTION/ENGAGEMENTLOYALTY/ADVOCACYSocial Networks(Facebook)Metric #1Metric #2Metric #3Metric #1Metric #2Metric #3Metric #1Metric #2Metric #3Metric #1Metric #2Metric #3Blogs Metric #1Metric #2Metric #3Metric #1Metric #2Metric #3Metric #1Metric #2Metric #3Metric #1Metric #2Metric #3Video (YouTube) Metric #1Metric #2Metric #1Metric #2Metric #1Metric #2Metric #1Metric #2Forums Metric #1Metric #2Metric #1Metric #2Metric #1Metric #2Metric #1Metric #2Wikis Metric #1Metric #2Metric #1Metric #2Metric #1Metric #2Metric #1Metric #2Search (Google) Metric #1Metric #2Metric #1Metric #2Metric #1Metric #2Metric #1Metric #2#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 24. #8 – ANALYTICS GOES HYPER-LOCAL#digitalanalyticsbook // @kenburbary on Twitter“As marketing programs are built toreach people in specific geographies,analytics tools will need to be built tokeep up.”Thursday, May 30, 13
  • 25. TRACK CONVERSATION BY ZIP CODE, TOWN....#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 26. TRACK SOCIAL ACTIONS BY STORE#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 27. #9 – FORENSIC ANALYTICS BECOMESA CRITICAL CAPABILITY WITHIN COMPANIES#digitalanalyticsbook // @kenburbary on Twitter“Digital and social media presentuntold opportunities to learn about ourcustomers. The trick is moving beyondcounting to actually understandbehavior.”Thursday, May 30, 13
  • 28. CONNECTING THE DOTS#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 29. #10 – INFLUENCER ANALYSIS IS NOT SYNONYMOUS WITH KLOUT#digitalanalyticsbook // @kenburbary on Twitter“The current suite of influencersolutions do not fully capture howinfluential a person is online.”Thursday, May 30, 13
  • 30. THE CURRENT INFLUENCER TOOLSARE NOT THE DEVIL, BUT DON’T ACCURATELY GAUGE INFLUENCEEITHER#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 31. THE CURRENT INFLUENCER TOOLSARE NOT THE DEVIL, BUT DON’T ACCURATELY GAUGE INFLUENCEEITHER#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 32. <50 PEOPLE DRIVE SHARE OF CONVERSATION ONLINEHave complete clarity into who influences your world,and how to reach them with your content.Thousandsof keyphrases.Millions ofwebpages.100+Metrics.Hundredsof Outlets.50 TopInfluencers.#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13
  • 33. WHERE DID THIS COME FROM?CHUCK HEMANNDirector, Analytics at WCGKEN BURBARYChief Digital Officer at Campbell Ewald#digitalanalyticsbook // @kenburbary on TwitterThursday, May 30, 13