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  • 1. FACEBOOK DATA INTELLIGENCESudha Jamthe, eBay Inc.June 28 2012San Francisco @SUJAMTHE
  • 2. My Social Measurement Compass Ref: @setlinger of Altimeter Group @SUJAMTHE
  • 3. Measure only what you want to manage @SUJAMTHE
  • 4. What do weREALLY Want?@SUJAMTHE
  • 5. What do we *REALLY* want?1. Target Right customers2. Viral Play = Engagement on Brand Pages3. Track Intent to purchase @SUJAMTHE
  • 6. 1. Target Your customers – Access with Permission @SUJAMTHE
  • 7. 1. Target Your customers – Access with Permission @SUJAMTHE
  • 8. 1. Target Right Customers – Audience Targeting Platform @SUJAMTHE
  • 9. 2. Engagement Challenge : Facebook EdgeRank Facebook EdgeRank controls the key to measuring the actual reach of Facebook messages. @SUJAMTHE
  • 10. 2. Facebook Engagement – Benchmark Competitively 1. FANS - Size, reach, and growth of the fan page 2. ENGAGEMENT - User interactions and engagement to content 3. COMMUNITY - Community management, response rate, key influencers, CORE FANS 1. COMPETITORS – Benchmark with Competition @SUJAMTHE
  • 11. Engagement : Measure Content Engagement @SUJAMTHE
  • 12. Payvment: Measure Conversion End to End @SUJAMTHE
  • 13. Summary1. Measure what you want to manage3. Target Audience Right4. Balance Privacy and Permission5. Be honest about imperfect social data and limitation of technology6. Engage with Content7. Measure Conversion End-to-End @SUJAMTHE
  • 14. Questions?@sujamthe @SUJAMTHE