Authentic Reach and Influence: Social Shopper Analytics

933 views
763 views

Published on

Authentic Reach and Authentic Influence: Introduction to social analytics for shopper marketing

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
933
On SlideShare
0
From Embeds
0
Number of Embeds
36
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Analytics plays a key role in understanding customers and effectiveness of shopper marketing
  • Authentic Reach and Authentic Influence metrics are part of Authentrix, a set of shopper marketer insights from MutualMind.
  • Authentic Reach and Influence: Social Shopper Analytics

    1. 1. Demonstrating Shopper Marketing ROIwith Authentic ReachTM and Authentic InfluenceTM Analytics Babar Bhatti babar@mutualmind.com
    2. 2. Challenge: Showing the Value of Social for Shopper Marketing• Different technologies and channels are competing for the marketing spend• Marketers have been utilizing social technologies to influence shoppers during their path to purchase• Brand advocates and communities help amplify brand’s messages through WOM social sharing and engagement• The key challenge is to measure the scale of WOM impact and link the buzz on social media to sales2 MutualMind
    3. 3. Shopper Marketing Analytics Shopper Insights Social Listening & Social Profiles Segmentation Brand: Campaigns & Retailer Marketing Promotions Predictive Modeling WOM / Bloggers Business / Retailer Engagement Analytics Data Integration3 MutualMind
    4. 4. Solution: Leveraging Social Analytics for Shopper Marketing ROI Social analytics can show the impact of WOM and provide hard data to demonstrate ROI. However, counting the number of followers or likes is neither relevant nor meaningful. The question is: Which social metrics are most relevant to demonstrate Shopper Marketing ROI? Authentic Reach Authentic Influence AuthentrixTM Insights4 MutualMind
    5. 5. Authentic Reach ™ Measurement of how wide and deep a brand advocate’s word-of-mouth content spreads on social channels Twitter, YouT ube, Pinteres t Aggregates results from multiple channels Blog Incorporates engagement metrics Facebook Permission-based analytics for non-public discussions Community5 MutualMind
    6. 6. Authentic Influence ™ Measurement of how a brand advocate’s word-of-mouth content impacts brand awareness, behavior of his/her followers and sales results Blogger Community Social Signals by Followers Interactions with / by Followers6 MutualMind
    7. 7. Key Takeaways Social analytics are a critical component of Shopper Marketing insights. Authentic Reach and Authentic Influence metrics provide valuable insights for shopper marketers and help demonstrate ROI of social WOM.7 MutualMind

    ×