Viralheat and Experian
Predictive Social behavior leads
to real-time customers
jeff@viralheat.com
@jrevoy
Jay.stocki@exper...
Small Business
The view from main street.
About Viralheat
Real-Time Data
and Analytics
1B+…mentions per day
explosive
Growth
Comprehensive social
media management
S...
About Experian
 Top Digital Advertiser
 Deliver 100 billion + emails a
year
 Research Panel Tracks over
10 million Inte...
Agenda
• In the beginning
• Marketing challenges today
• Evolution of customers: identity, targeting,
and measuring
• Powe...
In the beginning...
...It was easier to target customers.
First online display banner ads delivered October 19941.
First ad on Facebook ran fr...
The funnel is now wider and…
the buying cycle…
…Longer and more complex
• Identifying
• Targeting
• Measuring
Customer Challenges
Marketing has evolved…
But the principles are still the same…
Identify your audience...
Target your audience...
Measure the results.
oiz67jQVp
But it is not as easy as it used to be.
Best
customer
Target them in their
preferred digital
channels
Identify and profile
your best customer
Find more of them
Th...
Customer
 Syndicated research: 30,000
consumers annually
 60,000 + data variables
 8,000 brands and over 500
product ca...
But how do you become even more
predictive in real-time?
But all we ever hear is
Data, Data, Data!
Page 22 © 2014 Marketo, Inc.#mktgnation14
Social
Signals
Twitter
Processor
Facebook
Processor
Instagram
LinkedIn
Social Signals
API
Synching and
Matching
Customer
Contact
Database
Social
Actions Contact
Details
API
Social Signal provid...
Jeff: Do we need a how to get there transition?
So, how do we get there?
1.Case Study. -
Identifying
You don’t always need
to burn time on new ideas.
2.Case Study -
Targeting
The Life Changing Event.
What’s our Wedding Pool?
Tracked Keywords and Hashtags:
#imengaged #justengaged
#wereengaged #engaged #isaidyes
#shesaidye...
What’s This?
Engagement Trends
The Ashton Kutcher Effect
Lead Drill Down
Increased Lead
Generation.
Engagement Influencers
Wedding Promoters!
The Perfect Couple #Engaged!
Wedding Crashers!
The waitress asked if I was done with that, and I said yes, but I’m married to it!
New Lead Opportunities
3.Case Study -
Measuring
Case Study – OTT Provider
Start on Monday.
Viralheat & Experian: Predictive Social Behavior Leads to Real-Time Customers
Viralheat & Experian: Predictive Social Behavior Leads to Real-Time Customers
Viralheat & Experian: Predictive Social Behavior Leads to Real-Time Customers
Viralheat & Experian: Predictive Social Behavior Leads to Real-Time Customers
Viralheat & Experian: Predictive Social Behavior Leads to Real-Time Customers
Viralheat & Experian: Predictive Social Behavior Leads to Real-Time Customers
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Viralheat & Experian: Predictive Social Behavior Leads to Real-Time Customers

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Going Beyond Social Listening - Using Social Media to Predict Buyer Intent

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  • Fix the asterisk text and the content from ForresterChange the title for this slide – identify what we’re saying “Increasing Spend in Social” or “The $8 Billion Dollar ____”
  • Experian Marketing Services is uniquely positioned in the marketplace as a source-provider of a vast array of consumer data. In conjunction with the larger Experian organization, we have access to nearly every household and consumer in the US with thousands of attributes that describe each of those in vivid detail across the most predictive categories including: DemographicsGeographiesIncome and creditBusiness ownershipBrand affinityMedia consumptionProduct usagePurchase behaviorShopping attitudesOnline behaviorMobile behaviorNot only do we have more of the data that matters, we also have critical expertise in key areas to make that data actionable:Data acquisition and research methodologyData quality and linkage technologyData security and privacy complianceStatistical modeling and data analyticsAdditionally, our global data capabilities are unmatched with consumer profile data in 28 countries, online behavior data in 5 major consumer markets, and research partnerships that cover most major consumer markets. Updated: 8/8/2012
  • Viralheat & Experian: Predictive Social Behavior Leads to Real-Time Customers

    1. 1. Viralheat and Experian Predictive Social behavior leads to real-time customers jeff@viralheat.com @jrevoy Jay.stocki@experian.com @jstocki
    2. 2. Small Business The view from main street.
    3. 3. About Viralheat Real-Time Data and Analytics 1B+…mentions per day explosive Growth Comprehensive social media management Social and Enterprise integrations
    4. 4. About Experian  Top Digital Advertiser  Deliver 100 billion + emails a year  Research Panel Tracks over 10 million Internet users  Over 120M cookies linked to our US Consumer database of 220M consumers • 17K+ Employees • Offices in 40 countries More than just credit
    5. 5. Agenda • In the beginning • Marketing challenges today • Evolution of customers: identity, targeting, and measuring • Powerful Impact from Social Data • Social Data + Advertising • How to build a winning strategy
    6. 6. In the beginning...
    7. 7. ...It was easier to target customers. First online display banner ads delivered October 19941. First ad on Facebook ran from Y2M in 20042. 1http://adage.com/article/digitalnext/happy-birthday-digital-advertising/139964/
    8. 8. The funnel is now wider and…
    9. 9. the buying cycle…
    10. 10. …Longer and more complex
    11. 11. • Identifying • Targeting • Measuring Customer Challenges
    12. 12. Marketing has evolved…
    13. 13. But the principles are still the same…
    14. 14. Identify your audience...
    15. 15. Target your audience...
    16. 16. Measure the results. oiz67jQVp
    17. 17. But it is not as easy as it used to be.
    18. 18. Best customer Target them in their preferred digital channels Identify and profile your best customer Find more of them This is what we do.
    19. 19. Customer  Syndicated research: 30,000 consumers annually  60,000 + data variables  8,000 brands and over 500 product categories  Over 600 attitudes and opinions  Media viewer-ship across traditional and digital media  16 million businesses  Identification, firmographic, credit information on businesses and owners  Business Owner Link  299 million consumers; 116 million households  3,500+ attributes  70+ million: Households that self-report consumer marketing information  3.2 million births annually  16 million moves annually  20 million new homeowners  Hundreds of public and proprietary sources  650+ psychographics  38 RFM product categories  220 million consumers  4.1 billion trades  694 million vehicles in North America  25 million Internet users interacting with one million Websites  100 million+ email addresses  200 million+ cookies We have a little bit of data.
    20. 20. But how do you become even more predictive in real-time?
    21. 21. But all we ever hear is Data, Data, Data!
    22. 22. Page 22 © 2014 Marketo, Inc.#mktgnation14
    23. 23. Social Signals Twitter Processor Facebook Processor Instagram LinkedIn
    24. 24. Social Signals API Synching and Matching Customer Contact Database Social Actions Contact Details API Social Signal provide a more complete view of existing leads and customer preferences
    25. 25. Jeff: Do we need a how to get there transition? So, how do we get there?
    26. 26. 1.Case Study. - Identifying
    27. 27. You don’t always need to burn time on new ideas.
    28. 28. 2.Case Study - Targeting
    29. 29. The Life Changing Event.
    30. 30. What’s our Wedding Pool? Tracked Keywords and Hashtags: #imengaged #justengaged #wereengaged #engaged #isaidyes #shesaidyes "I'm engaged”
    31. 31. What’s This? Engagement Trends
    32. 32. The Ashton Kutcher Effect
    33. 33. Lead Drill Down Increased Lead Generation.
    34. 34. Engagement Influencers
    35. 35. Wedding Promoters! The Perfect Couple #Engaged!
    36. 36. Wedding Crashers! The waitress asked if I was done with that, and I said yes, but I’m married to it!
    37. 37. New Lead Opportunities
    38. 38. 3.Case Study - Measuring
    39. 39. Case Study – OTT Provider
    40. 40. Start on Monday.
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