Making Predictive Analytics Productive: Are You
Learning from Social Data?

#SMTLive
Join the Conversation…

157,345

#SMTLive
Our Speakers
Kaiser Fung is a recognized expert in marketing analytics, a well-known speaker, and blogger. He is Vice
Pres...
How Predictive Analytics
Leverages Social Media

Social Media Today
November 2013

Eric Siegel, Ph.D.
Founder, Predictive ...
Predictive Analytics World
Predictive
www.ThePredictionBook.com Analytics World
Predictive Analytics World
The Social Effect

Predictive Analytics World
The Social Effect

Predictive Analytics World
Friendship

Predictive Analytics World
Major N. American Telecom
700% more likely to cancel if
someone in your network does

Optus (Australian telecom)
Doubled c...
Amazon
product reviews

Research model IDs 83%.
"Trees died for this book?"
Predictive Analytics World
Editing
requests

Polite editors achieve high status;
once elevated, become less polite
Predictive Analytics World
Written
customer
feedback

85% accuracy
Predictive Analytics World
Friendships

LinkedIn: this is
"the most important data product we built."
Predictive Analytics World
Degree
of influence

Predictive Analytics World
Publicity
tweet

55% increase in web page views
publicizing Video Music Awards
Predictive Analytics World
Predictive Analytics World
Predictive Analytics World
To Learn More:
The Predictive Analytics Guide

www.pawcon.com/guide

Predictive Analytics World
On Accuracy
Kaiser Fung
Numbersense | Junk Charts
Data

Prediction

Model

Action

Prediction

Outcome
Good Outcomes
Require

Good Data
ViewThrough Data

A user viewed a
display ad
ViewThrough Data

A server sent an ad
to a browser
Clicks

Data

Expressed interest
Clicks

Data

Expressed interest
Fat finger
Tricked
Fraud
FB Likes

Data

New user converts
FB Likes

Data

New user converts
Loyal user re-affirms
Response to offer
Purchased
Email
Address

Predictive
Model

Prediction

$10 for
your
email

Purchase

More
Purchases?
Mike Liddell, General Manager - Digital
The Mustache
Social Analytics + Politics
 Singular Focus

 Social data including relationships
 Analytics should have a seat at the
...
Join us on Thursday for…

11/7 Social Media Hacks and Hijacks: The Best Tips and Tricks to
Maximize Your Social ROI
http:/...
Upcoming SlideShare
Loading in...5
×

Making Predictive Analytics Productive: Are You Learning from Social Data?

1,292

Published on

Thanks to improved measurement tools, it is now standard among social strategists to present hard data on ROI and build strategies backed by statistics and charts - a far cry from the early years of social media. But while this data makes for great PowerPoints, concerns remain that numbers don't tell the whole story. What does "reach" really mean? Can influencers really be ranked on a single numerical spectrum?

Enter predictive analytics: Advocates suggest that simply pulling numbers from Big Data tools isn't enough - you need to match the data to the story that you are trying to tell, and liberate information from what Wes Nichols calls "swim lanes". Each piece of an organization has a different picture of the data, and only combined do they provide meaningful lessons.

This webinar is designed as a heart-to-heart conversation about the right and wrong ways to make use of predictive analytics.

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

No Downloads
Views
Total Views
1,292
On Slideshare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
22
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • The way we go about our lead generation campaigns is we base them on a Unified strategy- we determine the goals of the client and these can be refined once we discuss a little more but then we also factor in the purpose of the potential leads who are seeking information. People are coming to Social Media Today to get information and make their business better. They are looking for a solution. Jive can be that solutionWe can guarantee the Social Media Today leads are better qualified because of the quality of the content, and the unique vision that understands what business you are in and what you are trying to achieve. We are not trying to simply deliver leads, we are trying to cultivate relationships and connect you to real customers.
  • http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613Quote on lower person reading article.Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccanWE are unique in our reach
  • We’d love to propose a content hub as a way to organize this lead generation campaign for Jive. The content hub can be specific to each of the verticals you are looking to focus on or can be more general to incorporate all three verticals and maybe more as the campaign grows. We envision leveraging existing Jive eBooks, whitepapers, and webinars to begin lead generation immediately (in the next few slides, I’ll show you how Oracle does this)
  • BOOK:Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Diewww.thepredictionbook.comCONFERENCE:Predictive Analytics WorldSan Francisco, Chicago, Boston, Washington DC, Toronto, Berlin, and Londonwww.predictiveanalyticsworld.comONLINE PORTAL AND NEWS SITE:Predictive Analytics Timeswww.predictiveanalyticstimes.comCONFERENCE:Text Analytics WorldSan Francisco and Bostonwww.textanalyticsworld.comOnline training:“Predictive Analytics Applied" - View it on-demandwww.businessprediction.com
  • Also applies to fraud detection. If your contacts commit fraud, so might you.In fact, one fraud scheme can't be detected without social data. A group of criminals open financial accounts that improve their respective credit ratings by transferring funds among themselves. Since the money transfers take place only between these accounts, the fraudsters need not spend any real money in conducting these transactions; they play their own little zero-sum game. Once each account has built up its own supposedly legitimate record, they strike, taking out loans, grabbing the money, and running. These schemes can be detected only by way of social data to reveal that the network of transactors is a closed group.
  • If your friend's defect, you're much more likely to as well.Friends stick to the same cell phone company. If you switch wireless carriers, your contacts are in turn up to seven times more likely to follow suit.“Birds of a feather use the same phone service provider”http://blog.summation.net/2009/11/birds-of-a-feather-use-the-same-phone-service-provider.html“The Social Effect: Predicting Telecom Customer Churn with Call Data”http://www.predictiveanalyticsworld.com/sanfrancisco/2010/agenda.php#day1-12
  • Hebrew University identified 83 percent of sarcastic Amazon product reviews (e.g., "Trees died for this book?").
  • “Polite Wikipedia editors are more likely to achieve high status through elections, but, once elevated, they become less polite.”A Computational Approach to Politeness with Application to Social Factors, byDanescu-Niculescu-Mizil et al:http://arxiv.org/abs/1306.6078http://www.mpi-sws.org/~cristian/Politeness.htmlSee also, determination of controversial Wikipedia articles:http://arxiv.org/abs/1305.5566
  • PayPal identifies from written feedback customers who intend to leave (aka churn or defect) with 85 percent accuracy.www.textanalyticsworld.com/newyork/2011/agenda/full-agenda#day1-gold
  • Microsoft works to predict which people are influential in a social network
  • See also, Predicting the Number of Likes on a Facebook Status With Statistical Keyword Analysis:http://minimaxir.com/2013/06/big-social-data/See also, "What Makes online Content Viral?" by Jonah Berger and Katherine L. Milkman, Journal of Marketing Research, American Marketing Association, ISSN: 0022-2437 (print), 1547-7193 (electronic)
  • Making Predictive Analytics Productive: Are You Learning from Social Data?

    1. 1. Making Predictive Analytics Productive: Are You Learning from Social Data? #SMTLive
    2. 2. Join the Conversation… 157,345 #SMTLive
    3. 3. Our Speakers Kaiser Fung is a recognized expert in marketing analytics, a well-known speaker, and blogger. He is Vice President of Business Intelligence and Analytics at Vimeo. Previously, he led the analytics team at Sirius XM Radio. He is the creator of the acclaimed Junk Charts blog (http://junkcharts.typepad.com), which pioneered the critical examination of data and graphics in the mass media; and the author of two popular books on statistical thinking, including the recent release Numbersense: How to Use Big Data to Your Advantage. Mike Liddell General Manager, Digital Before coming to NGP VAN, Mike started working on state legislative and congressional campaigns to later become the Director of Online Communications for the 2004 Democratic National Convention. He then put in two tours of duty as the Director of Online Communications for the Democratic Senatorial Campaign Committee (DSCC). Most recently, he served in the Obama Administration, where he led the award-winning redesign of Treasury.gov. @mliddell Eric Siegel, Ph.D., founder of Predictive Analytics World and Text Analytics World, and Executive Editor of the Predictive Analytics Times, makes the how and why of predictive analytics understandable and captivating. In addition to being the author ofPredictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, Eric is a former Columbia University professor who used to sing to his students, and a renowned speaker, educator, and leader in the field. @predictanalytic Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. @PaulDunay #SMTLive
    4. 4. How Predictive Analytics Leverages Social Media Social Media Today November 2013 Eric Siegel, Ph.D. Founder, Predictive Analytics World Author, Predictive Analytics Predictive Analytics World
    5. 5. Predictive Analytics World
    6. 6. Predictive www.ThePredictionBook.com Analytics World
    7. 7. Predictive Analytics World
    8. 8. The Social Effect Predictive Analytics World
    9. 9. The Social Effect Predictive Analytics World
    10. 10. Friendship Predictive Analytics World
    11. 11. Major N. American Telecom 700% more likely to cancel if someone in your network does Optus (Australian telecom) Doubled churn model performance with social data Predictive Analytics World
    12. 12. Amazon product reviews Research model IDs 83%. "Trees died for this book?" Predictive Analytics World
    13. 13. Editing requests Polite editors achieve high status; once elevated, become less polite Predictive Analytics World
    14. 14. Written customer feedback 85% accuracy Predictive Analytics World
    15. 15. Friendships LinkedIn: this is "the most important data product we built." Predictive Analytics World
    16. 16. Degree of influence Predictive Analytics World
    17. 17. Publicity tweet 55% increase in web page views publicizing Video Music Awards Predictive Analytics World
    18. 18. Predictive Analytics World
    19. 19. Predictive Analytics World
    20. 20. To Learn More: The Predictive Analytics Guide www.pawcon.com/guide Predictive Analytics World
    21. 21. On Accuracy Kaiser Fung Numbersense | Junk Charts
    22. 22. Data Prediction Model Action Prediction Outcome
    23. 23. Good Outcomes Require Good Data
    24. 24. ViewThrough Data A user viewed a display ad
    25. 25. ViewThrough Data A server sent an ad to a browser
    26. 26. Clicks Data Expressed interest
    27. 27. Clicks Data Expressed interest Fat finger Tricked Fraud
    28. 28. FB Likes Data New user converts
    29. 29. FB Likes Data New user converts Loyal user re-affirms Response to offer Purchased
    30. 30. Email Address Predictive Model Prediction $10 for your email Purchase More Purchases?
    31. 31. Mike Liddell, General Manager - Digital
    32. 32. The Mustache
    33. 33. Social Analytics + Politics  Singular Focus  Social data including relationships  Analytics should have a seat at the table
    34. 34. Join us on Thursday for… 11/7 Social Media Hacks and Hijacks: The Best Tips and Tricks to Maximize Your Social ROI http://socialmediatoday.com/hacks-and-hijacks-webinar
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×