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SCRM - Social Analytics

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This is a work in progress deck containing notes from my studies & research about Social Analytics and how it implies to me as a consultant cum systems integrator as well as my customers. Any help, …

This is a work in progress deck containing notes from my studies & research about Social Analytics and how it implies to me as a consultant cum systems integrator as well as my customers. Any help, feedback, inputs -- all are welcome! :)

Published in: Business, Technology, Design

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  • 1. Social CRM Social Analytics – Prem's personal notes
  • 2. Social Analytics ● Purpose – Actionable Insights ● Web Analytics + Text/Opinion Mining + Social Network Analysis + User Profile/Persona ● Triumvirate – User Content, Context, Intent ● Insights from – ● Transactional Analytics ● Behavioral Analytics ● Feedback Loops ● Usability Studies ● Ethnographic Discovery
  • 3. Vanity Metrics Good for feeling awesome, bad for action.
  • 4. Actionable Metrics Invest energy in collecting those metrics that help make decisions.
  • 5. Actionable Insights
  • 6. Web Analytics ● Digital Breadcrumbs ● Query, URL, Intent - Triples
  • 7. Both the frequency of website visits and the time spent on the website per visit strengthen brand trust and consequently also brand loyalty and WOM.
  • 8. However, neither posting nor lurking on the virtual community has an effect on brand trust. All in all, the results provide support for the mediating role of brand trust between consumer-brand online interactions and brand loyalty and WOM.
  • 9. Text/Opinion Mining
  • 10. Social Network Analysis
  • 11. User Persona
  • 12. References ● http://www.fastforwardblog.com/2009/07/31/the-context-of-intent/ ● http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.101.5763&rep=rep1&type=pdf ● http://www.public.asu.edu/~mdechoud/munmun_files/wic_07_ppt.pdf ● http://sai.moturu.googlepages.com/Dissertation-SaiMoturu.pdf ● http://www.aclweb.org/anthology/N/N04/N04-4013.pdf ● http://www.ingentaconnect.com/content/ind/ijima/2009/00000006/00000001/art00005 ● http://www.fourhourworkweek.com/blog/2009/05/19/vanity-metrics-vs-actionable-metrics/ ● http://www.toprankblog.com/2009/10/storytelling-actionable-insight-from-analytics/ ●