Why is social data so hard?
Dynamic & Unstructured!
Not tied to Individual Customers!
Not Really an Offer Channel!
Hard to Decipher Signals from Noise!
Difﬁcult to Measure ROI!
For most of us,
Social Data Sits in
its own Channel silo.
It’s Time To INTEGRATE social Data.
Wait… What About Privacy?
All Data is Indexed from Public Proﬁles,
Content, and Connections!
Don’t Combine Personal Identiﬁable Information
with Social Data – (all anonymized and hashed)!
If you’re sharing data with 3rd parties,
provide NOTICE and CHOICE on
Primary Sources of Social Data
1. Interested In:
Outdoor, Travel, Design
Bringing the whole family to Baja for Thanksgiving
this year! Does @SouthWest ﬂy there from Denver?
1. In market For:
Travel to Crested Butte
Checking out the 2014 @Specialized lineup at
@REI. Crested Butte here I come!
connected to lots of
Creates bike & Outdoor
Followed by Outdoor
Connected to Current
Others Engage with
Social Data & Graph
Having a challenging
morning with @ATT
Time to jump ship to
@Verizon or @Sprint?
iPhone 5S or
Use Case – Predicting Churn
1. get Data Players on Board
2. Connect Social Data To your Crm
3. Integrate Social Signals into
4. Test, Measure, & Learn
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