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Secrets of ultra violet data winterpark social analytics forum - marshall sponder

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  • Lets talk about Ultraviolet Data – What is it?
    - Ask Audience – what they think it means? Questions?
    - What it is to you – Way back when, Dan Bricklen’s Demo II software – you only used part of it’s capabilities, the rest were Ultraviolet. People also have UV properties as does Data (we don’t collect and know how to use most of it).. It’s like it’s invisible to us, but not really, it’s more like “ultraviolet light”, bees and wasps can see it, but humans can’t (unless they have special devices to help them detect it).
  • So much public domain data is available, but not collected -
  • Transcript

    • 1. Ultra violet data
    • 2. 1. Signal to Noise Ratio 2. Not Scalable, too manual 3. Insightful vs. Actionable 4. Poor Geography / Location 5. Local Data Gap / Blind Spot 6. Platforms often lack needed segmentation capabilities 7. Correspondence between Online chatter vs. Offline Word of Mouth is Industry dependent 8. No established, universally acceptable standards for conducting social listening
    • 3. Burburry Brand Affinity Strength Who What Wear MoMA The Museum of Modern Art Nordstrom Fashionista BCBGMAXAZRIA Marie Claire DVF - Diane von Furstenberg The Metropolitan Museum of Art- New York Food Network Burberry Lady Gaga H&M GUCCI Dolce & Gabbana Sephora CNN Fast Company InStylecom Shopbop Smithsonian Institution Where do I focus my Marketing?
    • 4. 32% 68% Blind Spot 24% 76% Blind Spot 37% 63% Blind Spot 38% 62% Blind Spot 18% 82% Blind Spot Local Content Surfaced Local Content Blind Spot August 2011 August 2011
    • 5. They mess up here A LOT! If I wasn’t in a rush nor a coffee addict I would go somewhere else!
    • 6. When Salesforce+WealthEngine are combined you get your own lead database with net worth information added http://www.youtube.com/watch?v=EnT1ERSxjSo Salesforce + WealthEngine – now could be a Radian6 Insights plugin
    • 7. When Salesforce+WealthEngine are combined you get your own lead database with net worth information added Salesforce + WealthEngine + Radian6
    • 8. Use social log as a site default idBuild connections Use social plug-ins to collect social identities
    • 9. Social profile of page visited, provide a deeper understanding of the shopping behaviour. e-com traffic with social profile Illustration only Lowest bounce rate and highest economic index Content finds resonance with users with Sporting and TV interest
    • 10. Avoid UltraViolet Data by making sure your 1) Plan and 4) Roadmap Align
    • 11. Illustration only
    • 12. • Marshall Sponder • WebMetricsGuru INC. • www.webmetricsguru.com now.seo@gmail.com @webmetricsguru @smanalyticsbook