SlideShare a Scribd company logo
1 of 59
Download to read offline
CRAFTING INSIGHTFUL 

IN-HOUSE BLENDS
Shifting How We Approach Social Data
Chris Greenough
Head of Strategy, Asia
29/05/2015
#SOCIALPERCOLATOR
SOCIAL DATA IS KEPT AT ARMS LENGTH
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
2
DIGITAL DATA IS KEPT AT ARMS LENGTH
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
4
THE GOAL: INTEGRATED BUSINESS
INTELLIGENCE IN REAL TIME
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Social Media Web Analytics
Business
Customer Data Revenue Data
BIG DATA?!?
YOU CAN
START TODAY!
6
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
:)
LET’S REMIND OURSELVES WHY WE
USE SOCIAL MEDIA IN THE FIRST PLACE
8
1. TO COMMUNICATE OUR BRAND TO OUR CONSUMERS
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Brand & Product
9
2. TO OFFER CUSTOMER SERVICE
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Customer Service
10
3. TO DRIVE GROWTH
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Growth
ATTRIBUTION MODELING IS A WAY
WE CAN RECONCILE CHANNEL EFFECTIVENESS
12
GOOGLE MAPS THE CUSTOMER JOURNEY BY
ATTRIBUTION TO ONLINE SALES
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Social Generic Paid
Search
Display Click
Referral
Organic Search
Brand Paid
Search
Email Direct
Source: McKinsey&Company, 2012
13
BUT THE CONSUMER JOURNEY IS NOT LINEAR
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Active Evaluation
Moment
of
Purchase
Loyalty Loop
Post-purchase Experience
Initial
Consideration
Set
Trigger
Information Gathering, Shopping
Ongoing Exposure
THE JOURNEY IS NOT LINEAR
AND ATTRIBUTION DOESN’T TELL US “WHY?”
14
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
15
ATTRIBUTION LINKS A CHANNEL TO AN OUTCOME
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Social
Media
Sale
16
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
CORRELATION SEEKS RELATIONSHIP BETWEEN A
BEHAVIOUR AND AN OUTCOME
Relationship???
Social
Behaviour
Sale
LOOKING FOR CORRELATIONS MAKE US
ASK BETTER QUESTIONS
17
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Does an increased response
rate lead to decreased call-
center volume and costs?
18
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Am I a
“Socially Devoted” brand?
Are my fans engaging
with my content?
Does an increase in interactions
affect my sales?
MAKE A …………
IN HOW WE MEASURE OUR EFFORTS ON SOCIAL MEDIA
SO HOW?
20
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
The social science that seeks to describe
the factors which determine and affect
the production, distribution and
consumption of goods and services.
SOCIAL MEDIA ECONOMICS
22
THE 4-STEP SOCIALNOMICS PROCESS:
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Hypothesize
23
THE 4-STEP SOCIALNOMICS PROCESS
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Hypothesize
Measure &
Validate
24
THE 4-STEP SOCIALNOMICS PROCESS
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Hypothesize
Measure &
Validate
Report
25
THE 4-STEP SOCIALNOMICS PROCESS
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Hypothesize
Measure &
Validate
Report Act
OK, BUT STILL.. SO HOW?
26
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
4 HYPOTHESES
APPLIED TO MALAYSIAN BRANDS
27
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
28
SOCIAL MEDIA DATA
PUBLIC FINANCIAL DATA
WEB ANALYTICS DATA
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
If you have an online store, you might wonder…
If I launch a product on social
media, how will that impact
my sales?
INTERACTIONS ADD TO CART
Source: Social Bakers & Google Analytics
31
MONTHLY INTERACTIONS & ADD-TO-CART
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
1 2 3 4 5 6
Total Interactions Add To Cart
+ ROI + ROI
Source: Social Bakers & Google Analytics
32
INTERACTIONS & ADD-TO-CART BY TIME OF DAY
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
1
Interactions Add To Cart
2 3 4 5 6 7 8 9 10 11 NO
ON
13 14 15 16 17 18 19 20 21 22 23 24
Source: Social Bakers & Google Analytics
INTERACTIONS BY TIME OF DAY BY CUSTOMER SEGMENT
1 2 3 4 5 6 7 8 9 10 11 NO
ON
13 14 15 16 17 18 19 20 21 22 23 24
Professionals Teens Moms
DEFINE AN OUTCOME AND EXPERIMENT
ESTABLISH A VALUE PER INTERACTION METRIC
LOOK FOR LEVERS TO INCREASE IT
34
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Will investing in better online
customer service result result in an
increase in sales?
If you are in sales, you might ask..
COMMENTS ARPU
Source: Social Bakers & Financial Reports
37
QUARTERLY COMMENTS & ARPU GROWTH
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
2 3 4 5 6 7
Comment Growth ARPU Growth
Source: Social Bakers & Financial Reports
38
CAN WE PLAN RESOURCES AHEAD OF TIME?
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
2 3 4 5 6 7
Δ Comments Δ ARPU
EXAMINE YOUR PRODUCT LAUNCH CYCLES
USE SOCIAL AS SALES PLATFORM
OPTIMISE RESOURCES BASED ON DATA
39
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Since social media is digital, it’s a
cheaper customer service channel
– right?
If you are in operations, you might curiously assume…
Source: McKinsey&Company, 2008
41
THE BREAKING POINT
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Companies can define adequate service
levels by closely managing the customer
experience.
X Y Z
Calls Answered in <X secs:
Customer is delighted, satisfaction
boosted by very short hold times
Calls Answered in >Y secs:
Customer loses patience,
satisfaction begins to drop
Current Customer Service Target:
75% of calls are answered by this time
WillingnesstoRecommendService,
%ofrespondents
RESPONSE RATE CS PAGE VIEWS
Source: Social Bakers & Google Analytics
43
INCREASED RESPONSE RATE LEADS TO A DECLINE IN PAGE VIEWS
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Daily Response Rate
DailyCustomerServicePageViews
60% 100%85% - 95%
-10%
-24%
-7%
-1%
YOUR CUSTOMER PREFERS A 1:1 SERVICE EXPERIENCE
MAP OUT YOUR CUSTOMER SERVICE TOUCH POINTS
IDENTIFY THE BREAKING POINT
44
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Can I use social data to improve
my store experience?
If you manage your dealer network, you might ask…
Average of 242
Public Reviews
4.0
126
50
28
8
30
5
4
3
2
1
Source: Facebook Places & Foursquare
47
REVIEWS, CHECK-INS AND RATINGS
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
# of Check-ins
#ofReviews
Outlet Rating
Source: Facebook Places & Foursquare
48
REVIEWS, CHECK-INS AND RATINGS
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Index Check-ins
IndexReviews
Low Performers
Volume Opportunity
Experience Opportunities
Flagship Outlet
Under
Performer
Over Performer
Source: Facebook Places, Foursquare & *fictional revenue data
49
CORRELATING USER RATINGS TO REVENUE CONTRIBUTION
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
5 9 1 13 3 8 2 10 6 12 7 14 4 11Outlet
DON’T JUST MONITOR PERFORMANCE,
OPTIMISE THE EXPERIENCE
51
IMAGINE THAT?...
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
Location Based
Music Preferences
+
SPOTIFY X STARBUCKS
LINK SOCIAL PERFORMANCE TO
BUSINESS PERFORMANCE
USE CUSTOMER REVIEWS TO IMPROVE
THE STORE EXPERIENCE
EXPLORE HOW YOU CAN EMBED SOCIAL
INTO YOUR BUSINESS OFFERING
53
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
OK,
LET’S RECAP
54
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
SHIFT YOUR PERSPECTIVE
THINK LIKE AN ECONOMIST
55
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
1
ASK BETTER QUESTIONS
LINK SOCIAL & BUSINESS PERFORMANCE TOGETHER
56
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
2
CREATE YOUR OWN METRICS
REPORT ON IT
57
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
3
ACT ON YOUR FINDINGS
GROW MORE OR COST LESS
58
CRAFTING INSIGHTFUL IN-HOUSE BLENDS
4
NOW GO MAKE SOME TASTY BLENDS
THANK YOU

More Related Content

What's hot

Harness the Digital Whirlwind
Harness the Digital WhirlwindHarness the Digital Whirlwind
Harness the Digital WhirlwindGarrett Gingerich
 
How Brands can use AI for Actionable Customer Intelligence
How Brands can use AI for Actionable Customer IntelligenceHow Brands can use AI for Actionable Customer Intelligence
How Brands can use AI for Actionable Customer IntelligenceGanes Kesari
 
Digital Expert PART 5 - Selling Without Selling
Digital Expert PART 5 - Selling Without SellingDigital Expert PART 5 - Selling Without Selling
Digital Expert PART 5 - Selling Without SellingTom Fleerackers
 
A Simple Approach to Digital Strategy
A Simple Approach to Digital StrategyA Simple Approach to Digital Strategy
A Simple Approach to Digital StrategyTim Peter
 
Ruwena Presentation : Dark Color Version
Ruwena Presentation : Dark Color VersionRuwena Presentation : Dark Color Version
Ruwena Presentation : Dark Color VersionMadlis
 
Ruwena Presentation : Light Color Version
Ruwena Presentation : Light Color VersionRuwena Presentation : Light Color Version
Ruwena Presentation : Light Color VersionMadlis
 
Top Digital Marketing Trends of 2014 - slides 1/14/14
Top Digital Marketing Trends of 2014 - slides 1/14/14Top Digital Marketing Trends of 2014 - slides 1/14/14
Top Digital Marketing Trends of 2014 - slides 1/14/14DemandWave
 
THE MOST IMPORTANT LESSON IN SOCIAL ANALYTICS - #smx #smxlondon
THE MOST IMPORTANT LESSON IN SOCIAL ANALYTICS - #smx #smxlondonTHE MOST IMPORTANT LESSON IN SOCIAL ANALYTICS - #smx #smxlondon
THE MOST IMPORTANT LESSON IN SOCIAL ANALYTICS - #smx #smxlondonKelvin Newman
 
How Data Science can help Understand your Customers Better
How Data Science can help Understand your Customers BetterHow Data Science can help Understand your Customers Better
How Data Science can help Understand your Customers BetterGanes Kesari
 
Infographics for business communication in 60 minutes
Infographics for business communication in 60 minutesInfographics for business communication in 60 minutes
Infographics for business communication in 60 minutesDigital Vidya
 
Why LinkedIn Knows More About The Talent in Your Company Than You Do
Why LinkedIn Knows More About The Talent in Your Company Than You DoWhy LinkedIn Knows More About The Talent in Your Company Than You Do
Why LinkedIn Knows More About The Talent in Your Company Than You DoMartin Sutherland
 
Jon Lombardo - The Future of B2B Marketing: Think Like Disney and 6 Other Tr...
Jon Lombardo - 	The Future of B2B Marketing: Think Like Disney and 6 Other Tr...Jon Lombardo - 	The Future of B2B Marketing: Think Like Disney and 6 Other Tr...
Jon Lombardo - The Future of B2B Marketing: Think Like Disney and 6 Other Tr...Autumn Quarantotto
 
Measuring Brand Reputation: Social Analytics' Best Practices
Measuring Brand Reputation: Social Analytics' Best PracticesMeasuring Brand Reputation: Social Analytics' Best Practices
Measuring Brand Reputation: Social Analytics' Best PracticesNetBase Solutions Inc.
 
MKGO - Using Data, Automation & Predictive Analytics to Stay Ahead of Your Co...
MKGO - Using Data, Automation & Predictive Analytics to Stay Ahead of Your Co...MKGO - Using Data, Automation & Predictive Analytics to Stay Ahead of Your Co...
MKGO - Using Data, Automation & Predictive Analytics to Stay Ahead of Your Co...Matthew Kay
 
APG West Social Media Week: Bogdana Butnar, Poke
APG West Social Media Week: Bogdana Butnar, PokeAPG West Social Media Week: Bogdana Butnar, Poke
APG West Social Media Week: Bogdana Butnar, PokeAPGWest
 
Essential Ecommerce Marketing Tools
Essential Ecommerce Marketing ToolsEssential Ecommerce Marketing Tools
Essential Ecommerce Marketing ToolsDave Chaffey
 
APG West Perpsectives in Planning by Craig Harries
APG West Perpsectives in Planning by Craig HarriesAPG West Perpsectives in Planning by Craig Harries
APG West Perpsectives in Planning by Craig HarriesJames Caig
 
Starting Your Sales. Simple Steps To Gaining Your First Customers
Starting Your Sales. Simple Steps To Gaining Your First CustomersStarting Your Sales. Simple Steps To Gaining Your First Customers
Starting Your Sales. Simple Steps To Gaining Your First CustomersMick Griffin
 

What's hot (20)

Harness the Digital Whirlwind
Harness the Digital WhirlwindHarness the Digital Whirlwind
Harness the Digital Whirlwind
 
How Brands can use AI for Actionable Customer Intelligence
How Brands can use AI for Actionable Customer IntelligenceHow Brands can use AI for Actionable Customer Intelligence
How Brands can use AI for Actionable Customer Intelligence
 
Digital Expert PART 5 - Selling Without Selling
Digital Expert PART 5 - Selling Without SellingDigital Expert PART 5 - Selling Without Selling
Digital Expert PART 5 - Selling Without Selling
 
A Simple Approach to Digital Strategy
A Simple Approach to Digital StrategyA Simple Approach to Digital Strategy
A Simple Approach to Digital Strategy
 
Ruwena Presentation : Dark Color Version
Ruwena Presentation : Dark Color VersionRuwena Presentation : Dark Color Version
Ruwena Presentation : Dark Color Version
 
Ruwena Presentation : Light Color Version
Ruwena Presentation : Light Color VersionRuwena Presentation : Light Color Version
Ruwena Presentation : Light Color Version
 
4. Warren Knight
4. Warren Knight4. Warren Knight
4. Warren Knight
 
Sales leaders challenges
Sales leaders challengesSales leaders challenges
Sales leaders challenges
 
Top Digital Marketing Trends of 2014 - slides 1/14/14
Top Digital Marketing Trends of 2014 - slides 1/14/14Top Digital Marketing Trends of 2014 - slides 1/14/14
Top Digital Marketing Trends of 2014 - slides 1/14/14
 
THE MOST IMPORTANT LESSON IN SOCIAL ANALYTICS - #smx #smxlondon
THE MOST IMPORTANT LESSON IN SOCIAL ANALYTICS - #smx #smxlondonTHE MOST IMPORTANT LESSON IN SOCIAL ANALYTICS - #smx #smxlondon
THE MOST IMPORTANT LESSON IN SOCIAL ANALYTICS - #smx #smxlondon
 
How Data Science can help Understand your Customers Better
How Data Science can help Understand your Customers BetterHow Data Science can help Understand your Customers Better
How Data Science can help Understand your Customers Better
 
Infographics for business communication in 60 minutes
Infographics for business communication in 60 minutesInfographics for business communication in 60 minutes
Infographics for business communication in 60 minutes
 
Why LinkedIn Knows More About The Talent in Your Company Than You Do
Why LinkedIn Knows More About The Talent in Your Company Than You DoWhy LinkedIn Knows More About The Talent in Your Company Than You Do
Why LinkedIn Knows More About The Talent in Your Company Than You Do
 
Jon Lombardo - The Future of B2B Marketing: Think Like Disney and 6 Other Tr...
Jon Lombardo - 	The Future of B2B Marketing: Think Like Disney and 6 Other Tr...Jon Lombardo - 	The Future of B2B Marketing: Think Like Disney and 6 Other Tr...
Jon Lombardo - The Future of B2B Marketing: Think Like Disney and 6 Other Tr...
 
Measuring Brand Reputation: Social Analytics' Best Practices
Measuring Brand Reputation: Social Analytics' Best PracticesMeasuring Brand Reputation: Social Analytics' Best Practices
Measuring Brand Reputation: Social Analytics' Best Practices
 
MKGO - Using Data, Automation & Predictive Analytics to Stay Ahead of Your Co...
MKGO - Using Data, Automation & Predictive Analytics to Stay Ahead of Your Co...MKGO - Using Data, Automation & Predictive Analytics to Stay Ahead of Your Co...
MKGO - Using Data, Automation & Predictive Analytics to Stay Ahead of Your Co...
 
APG West Social Media Week: Bogdana Butnar, Poke
APG West Social Media Week: Bogdana Butnar, PokeAPG West Social Media Week: Bogdana Butnar, Poke
APG West Social Media Week: Bogdana Butnar, Poke
 
Essential Ecommerce Marketing Tools
Essential Ecommerce Marketing ToolsEssential Ecommerce Marketing Tools
Essential Ecommerce Marketing Tools
 
APG West Perpsectives in Planning by Craig Harries
APG West Perpsectives in Planning by Craig HarriesAPG West Perpsectives in Planning by Craig Harries
APG West Perpsectives in Planning by Craig Harries
 
Starting Your Sales. Simple Steps To Gaining Your First Customers
Starting Your Sales. Simple Steps To Gaining Your First CustomersStarting Your Sales. Simple Steps To Gaining Your First Customers
Starting Your Sales. Simple Steps To Gaining Your First Customers
 

Similar to Crafting Insightful In-house Data Blends

Bridgeline Digital Get Them Talking Social Strategies that Bring Leads In Fr...
Bridgeline Digital Get Them Talking  Social Strategies that Bring Leads In Fr...Bridgeline Digital Get Them Talking  Social Strategies that Bring Leads In Fr...
Bridgeline Digital Get Them Talking Social Strategies that Bring Leads In Fr...Bridgeline Digital
 
Brand delight essentials in a disruptive era june 2018
Brand delight essentials in a disruptive era june 2018Brand delight essentials in a disruptive era june 2018
Brand delight essentials in a disruptive era june 2018Anshumali Saxena
 
Social Media and Startups
Social Media and StartupsSocial Media and Startups
Social Media and StartupsEric Swain
 
Anti Hype: Measuring What Counts for Your Business in Social Media
Anti Hype: Measuring What Counts for Your Business in Social MediaAnti Hype: Measuring What Counts for Your Business in Social Media
Anti Hype: Measuring What Counts for Your Business in Social MediaDave Wieneke
 
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...Dr. Natalie Petouhoff
 
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...Keynote: How to Think About Giving Attribution to the Contribution Of Social ...
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...Dr. Natalie Petouhoff
 
Social Media Week 2014 @DigitasLBi: Your Website in a Social Context
Social Media Week 2014 @DigitasLBi: Your Website in a Social ContextSocial Media Week 2014 @DigitasLBi: Your Website in a Social Context
Social Media Week 2014 @DigitasLBi: Your Website in a Social ContextDigitasLBi Nordics
 
Scott Digital Marketing 5 P's of Digital Marketing
Scott Digital Marketing 5 P's of Digital MarketingScott Digital Marketing 5 P's of Digital Marketing
Scott Digital Marketing 5 P's of Digital MarketingScott Digital Marketing
 
Supercharging Business Retention and Expansion with Social Media
Supercharging Business Retention and Expansion with Social MediaSupercharging Business Retention and Expansion with Social Media
Supercharging Business Retention and Expansion with Social MediaAtlas Integrated
 
Alterians 7th Annual Survey Results
Alterians 7th Annual Survey ResultsAlterians 7th Annual Survey Results
Alterians 7th Annual Survey ResultsAlterian
 
EIA2016Turin - Brian Kress. Goals, KPIs & Tracking
EIA2016Turin - Brian Kress. Goals, KPIs & TrackingEIA2016Turin - Brian Kress. Goals, KPIs & Tracking
EIA2016Turin - Brian Kress. Goals, KPIs & TrackingEuropean Innovation Academy
 
Trends in B2B Marketing: How COVID-19 is Impacting B2B Marketing Plans
Trends in B2B Marketing: How COVID-19 is Impacting B2B Marketing PlansTrends in B2B Marketing: How COVID-19 is Impacting B2B Marketing Plans
Trends in B2B Marketing: How COVID-19 is Impacting B2B Marketing PlansAggregage
 
Getting Started with Online-to-Offline Measurement
Getting Started with Online-to-Offline MeasurementGetting Started with Online-to-Offline Measurement
Getting Started with Online-to-Offline Measurementbrandonwishnow
 
EIA2016Nice - Brian Kress. Getting your users hooked
EIA2016Nice - Brian Kress. Getting your users hookedEIA2016Nice - Brian Kress. Getting your users hooked
EIA2016Nice - Brian Kress. Getting your users hookedEuropean Innovation Academy
 
Account-Based Nurturing: Strategies For Turning Target Accounts Into Customer...
Account-Based Nurturing: Strategies For Turning Target Accounts Into Customer...Account-Based Nurturing: Strategies For Turning Target Accounts Into Customer...
Account-Based Nurturing: Strategies For Turning Target Accounts Into Customer...G3 Communications
 
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by HubspotMarius Sescu
 
Can retail brands become more local with social? Social Media Week London - 2...
Can retail brands become more local with social? Social Media Week London - 2...Can retail brands become more local with social? Social Media Week London - 2...
Can retail brands become more local with social? Social Media Week London - 2...Engage121
 
FINAL Caitlin Angeloff CNX16 Breakout Presentation_Adam
FINAL Caitlin Angeloff CNX16 Breakout Presentation_AdamFINAL Caitlin Angeloff CNX16 Breakout Presentation_Adam
FINAL Caitlin Angeloff CNX16 Breakout Presentation_AdamCaitlin Angeloff
 
Sept 2013 LinkedIn B2B Survey Readout
Sept 2013 LinkedIn B2B Survey ReadoutSept 2013 LinkedIn B2B Survey Readout
Sept 2013 LinkedIn B2B Survey ReadoutSteve Hartkopf
 

Similar to Crafting Insightful In-house Data Blends (20)

6.17.14
6.17.146.17.14
6.17.14
 
Bridgeline Digital Get Them Talking Social Strategies that Bring Leads In Fr...
Bridgeline Digital Get Them Talking  Social Strategies that Bring Leads In Fr...Bridgeline Digital Get Them Talking  Social Strategies that Bring Leads In Fr...
Bridgeline Digital Get Them Talking Social Strategies that Bring Leads In Fr...
 
Brand delight essentials in a disruptive era june 2018
Brand delight essentials in a disruptive era june 2018Brand delight essentials in a disruptive era june 2018
Brand delight essentials in a disruptive era june 2018
 
Social Media and Startups
Social Media and StartupsSocial Media and Startups
Social Media and Startups
 
Anti Hype: Measuring What Counts for Your Business in Social Media
Anti Hype: Measuring What Counts for Your Business in Social MediaAnti Hype: Measuring What Counts for Your Business in Social Media
Anti Hype: Measuring What Counts for Your Business in Social Media
 
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
 
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...Keynote: How to Think About Giving Attribution to the Contribution Of Social ...
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...
 
Social Media Week 2014 @DigitasLBi: Your Website in a Social Context
Social Media Week 2014 @DigitasLBi: Your Website in a Social ContextSocial Media Week 2014 @DigitasLBi: Your Website in a Social Context
Social Media Week 2014 @DigitasLBi: Your Website in a Social Context
 
Scott Digital Marketing 5 P's of Digital Marketing
Scott Digital Marketing 5 P's of Digital MarketingScott Digital Marketing 5 P's of Digital Marketing
Scott Digital Marketing 5 P's of Digital Marketing
 
Supercharging Business Retention and Expansion with Social Media
Supercharging Business Retention and Expansion with Social MediaSupercharging Business Retention and Expansion with Social Media
Supercharging Business Retention and Expansion with Social Media
 
Alterians 7th Annual Survey Results
Alterians 7th Annual Survey ResultsAlterians 7th Annual Survey Results
Alterians 7th Annual Survey Results
 
EIA2016Turin - Brian Kress. Goals, KPIs & Tracking
EIA2016Turin - Brian Kress. Goals, KPIs & TrackingEIA2016Turin - Brian Kress. Goals, KPIs & Tracking
EIA2016Turin - Brian Kress. Goals, KPIs & Tracking
 
Trends in B2B Marketing: How COVID-19 is Impacting B2B Marketing Plans
Trends in B2B Marketing: How COVID-19 is Impacting B2B Marketing PlansTrends in B2B Marketing: How COVID-19 is Impacting B2B Marketing Plans
Trends in B2B Marketing: How COVID-19 is Impacting B2B Marketing Plans
 
Getting Started with Online-to-Offline Measurement
Getting Started with Online-to-Offline MeasurementGetting Started with Online-to-Offline Measurement
Getting Started with Online-to-Offline Measurement
 
EIA2016Nice - Brian Kress. Getting your users hooked
EIA2016Nice - Brian Kress. Getting your users hookedEIA2016Nice - Brian Kress. Getting your users hooked
EIA2016Nice - Brian Kress. Getting your users hooked
 
Account-Based Nurturing: Strategies For Turning Target Accounts Into Customer...
Account-Based Nurturing: Strategies For Turning Target Accounts Into Customer...Account-Based Nurturing: Strategies For Turning Target Accounts Into Customer...
Account-Based Nurturing: Strategies For Turning Target Accounts Into Customer...
 
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
 
Can retail brands become more local with social? Social Media Week London - 2...
Can retail brands become more local with social? Social Media Week London - 2...Can retail brands become more local with social? Social Media Week London - 2...
Can retail brands become more local with social? Social Media Week London - 2...
 
FINAL Caitlin Angeloff CNX16 Breakout Presentation_Adam
FINAL Caitlin Angeloff CNX16 Breakout Presentation_AdamFINAL Caitlin Angeloff CNX16 Breakout Presentation_Adam
FINAL Caitlin Angeloff CNX16 Breakout Presentation_Adam
 
Sept 2013 LinkedIn B2B Survey Readout
Sept 2013 LinkedIn B2B Survey ReadoutSept 2013 LinkedIn B2B Survey Readout
Sept 2013 LinkedIn B2B Survey Readout
 

Crafting Insightful In-house Data Blends

  • 1. CRAFTING INSIGHTFUL 
 IN-HOUSE BLENDS Shifting How We Approach Social Data Chris Greenough Head of Strategy, Asia 29/05/2015 #SOCIALPERCOLATOR
  • 2. SOCIAL DATA IS KEPT AT ARMS LENGTH CRAFTING INSIGHTFUL IN-HOUSE BLENDS 2
  • 3. DIGITAL DATA IS KEPT AT ARMS LENGTH CRAFTING INSIGHTFUL IN-HOUSE BLENDS
  • 4. 4 THE GOAL: INTEGRATED BUSINESS INTELLIGENCE IN REAL TIME CRAFTING INSIGHTFUL IN-HOUSE BLENDS Social Media Web Analytics Business Customer Data Revenue Data
  • 6. YOU CAN START TODAY! 6 CRAFTING INSIGHTFUL IN-HOUSE BLENDS :)
  • 7. LET’S REMIND OURSELVES WHY WE USE SOCIAL MEDIA IN THE FIRST PLACE
  • 8. 8 1. TO COMMUNICATE OUR BRAND TO OUR CONSUMERS CRAFTING INSIGHTFUL IN-HOUSE BLENDS Brand & Product
  • 9. 9 2. TO OFFER CUSTOMER SERVICE CRAFTING INSIGHTFUL IN-HOUSE BLENDS Customer Service
  • 10. 10 3. TO DRIVE GROWTH CRAFTING INSIGHTFUL IN-HOUSE BLENDS Growth
  • 11. ATTRIBUTION MODELING IS A WAY WE CAN RECONCILE CHANNEL EFFECTIVENESS
  • 12. 12 GOOGLE MAPS THE CUSTOMER JOURNEY BY ATTRIBUTION TO ONLINE SALES CRAFTING INSIGHTFUL IN-HOUSE BLENDS Social Generic Paid Search Display Click Referral Organic Search Brand Paid Search Email Direct
  • 13. Source: McKinsey&Company, 2012 13 BUT THE CONSUMER JOURNEY IS NOT LINEAR CRAFTING INSIGHTFUL IN-HOUSE BLENDS Active Evaluation Moment of Purchase Loyalty Loop Post-purchase Experience Initial Consideration Set Trigger Information Gathering, Shopping Ongoing Exposure
  • 14. THE JOURNEY IS NOT LINEAR AND ATTRIBUTION DOESN’T TELL US “WHY?” 14 CRAFTING INSIGHTFUL IN-HOUSE BLENDS
  • 15. 15 ATTRIBUTION LINKS A CHANNEL TO AN OUTCOME CRAFTING INSIGHTFUL IN-HOUSE BLENDS Social Media Sale
  • 16. 16 CRAFTING INSIGHTFUL IN-HOUSE BLENDS CORRELATION SEEKS RELATIONSHIP BETWEEN A BEHAVIOUR AND AN OUTCOME Relationship??? Social Behaviour Sale
  • 17. LOOKING FOR CORRELATIONS MAKE US ASK BETTER QUESTIONS 17 CRAFTING INSIGHTFUL IN-HOUSE BLENDS
  • 18. Does an increased response rate lead to decreased call- center volume and costs? 18 CRAFTING INSIGHTFUL IN-HOUSE BLENDS Am I a “Socially Devoted” brand? Are my fans engaging with my content? Does an increase in interactions affect my sales?
  • 19. MAKE A ………… IN HOW WE MEASURE OUR EFFORTS ON SOCIAL MEDIA
  • 21. The social science that seeks to describe the factors which determine and affect the production, distribution and consumption of goods and services. SOCIAL MEDIA ECONOMICS
  • 22. 22 THE 4-STEP SOCIALNOMICS PROCESS: CRAFTING INSIGHTFUL IN-HOUSE BLENDS Hypothesize
  • 23. 23 THE 4-STEP SOCIALNOMICS PROCESS CRAFTING INSIGHTFUL IN-HOUSE BLENDS Hypothesize Measure & Validate
  • 24. 24 THE 4-STEP SOCIALNOMICS PROCESS CRAFTING INSIGHTFUL IN-HOUSE BLENDS Hypothesize Measure & Validate Report
  • 25. 25 THE 4-STEP SOCIALNOMICS PROCESS CRAFTING INSIGHTFUL IN-HOUSE BLENDS Hypothesize Measure & Validate Report Act
  • 26. OK, BUT STILL.. SO HOW? 26 CRAFTING INSIGHTFUL IN-HOUSE BLENDS
  • 27. 4 HYPOTHESES APPLIED TO MALAYSIAN BRANDS 27 CRAFTING INSIGHTFUL IN-HOUSE BLENDS
  • 28. 28 SOCIAL MEDIA DATA PUBLIC FINANCIAL DATA WEB ANALYTICS DATA CRAFTING INSIGHTFUL IN-HOUSE BLENDS
  • 29. If you have an online store, you might wonder… If I launch a product on social media, how will that impact my sales?
  • 31. Source: Social Bakers & Google Analytics 31 MONTHLY INTERACTIONS & ADD-TO-CART CRAFTING INSIGHTFUL IN-HOUSE BLENDS 1 2 3 4 5 6 Total Interactions Add To Cart + ROI + ROI
  • 32. Source: Social Bakers & Google Analytics 32 INTERACTIONS & ADD-TO-CART BY TIME OF DAY CRAFTING INSIGHTFUL IN-HOUSE BLENDS 1 Interactions Add To Cart 2 3 4 5 6 7 8 9 10 11 NO ON 13 14 15 16 17 18 19 20 21 22 23 24
  • 33. Source: Social Bakers & Google Analytics INTERACTIONS BY TIME OF DAY BY CUSTOMER SEGMENT 1 2 3 4 5 6 7 8 9 10 11 NO ON 13 14 15 16 17 18 19 20 21 22 23 24 Professionals Teens Moms
  • 34. DEFINE AN OUTCOME AND EXPERIMENT ESTABLISH A VALUE PER INTERACTION METRIC LOOK FOR LEVERS TO INCREASE IT 34 CRAFTING INSIGHTFUL IN-HOUSE BLENDS
  • 35. Will investing in better online customer service result result in an increase in sales? If you are in sales, you might ask..
  • 37. Source: Social Bakers & Financial Reports 37 QUARTERLY COMMENTS & ARPU GROWTH CRAFTING INSIGHTFUL IN-HOUSE BLENDS 2 3 4 5 6 7 Comment Growth ARPU Growth
  • 38. Source: Social Bakers & Financial Reports 38 CAN WE PLAN RESOURCES AHEAD OF TIME? CRAFTING INSIGHTFUL IN-HOUSE BLENDS 2 3 4 5 6 7 Δ Comments Δ ARPU
  • 39. EXAMINE YOUR PRODUCT LAUNCH CYCLES USE SOCIAL AS SALES PLATFORM OPTIMISE RESOURCES BASED ON DATA 39 CRAFTING INSIGHTFUL IN-HOUSE BLENDS
  • 40. Since social media is digital, it’s a cheaper customer service channel – right? If you are in operations, you might curiously assume…
  • 41. Source: McKinsey&Company, 2008 41 THE BREAKING POINT CRAFTING INSIGHTFUL IN-HOUSE BLENDS Companies can define adequate service levels by closely managing the customer experience. X Y Z Calls Answered in <X secs: Customer is delighted, satisfaction boosted by very short hold times Calls Answered in >Y secs: Customer loses patience, satisfaction begins to drop Current Customer Service Target: 75% of calls are answered by this time WillingnesstoRecommendService, %ofrespondents
  • 42. RESPONSE RATE CS PAGE VIEWS
  • 43. Source: Social Bakers & Google Analytics 43 INCREASED RESPONSE RATE LEADS TO A DECLINE IN PAGE VIEWS CRAFTING INSIGHTFUL IN-HOUSE BLENDS Daily Response Rate DailyCustomerServicePageViews 60% 100%85% - 95% -10% -24% -7% -1%
  • 44. YOUR CUSTOMER PREFERS A 1:1 SERVICE EXPERIENCE MAP OUT YOUR CUSTOMER SERVICE TOUCH POINTS IDENTIFY THE BREAKING POINT 44 CRAFTING INSIGHTFUL IN-HOUSE BLENDS
  • 45. Can I use social data to improve my store experience? If you manage your dealer network, you might ask…
  • 46. Average of 242 Public Reviews 4.0 126 50 28 8 30 5 4 3 2 1
  • 47. Source: Facebook Places & Foursquare 47 REVIEWS, CHECK-INS AND RATINGS CRAFTING INSIGHTFUL IN-HOUSE BLENDS # of Check-ins #ofReviews Outlet Rating
  • 48. Source: Facebook Places & Foursquare 48 REVIEWS, CHECK-INS AND RATINGS CRAFTING INSIGHTFUL IN-HOUSE BLENDS Index Check-ins IndexReviews Low Performers Volume Opportunity Experience Opportunities Flagship Outlet
  • 49. Under Performer Over Performer Source: Facebook Places, Foursquare & *fictional revenue data 49 CORRELATING USER RATINGS TO REVENUE CONTRIBUTION CRAFTING INSIGHTFUL IN-HOUSE BLENDS 5 9 1 13 3 8 2 10 6 12 7 14 4 11Outlet
  • 50. DON’T JUST MONITOR PERFORMANCE, OPTIMISE THE EXPERIENCE
  • 51. 51 IMAGINE THAT?... CRAFTING INSIGHTFUL IN-HOUSE BLENDS Location Based Music Preferences +
  • 53. LINK SOCIAL PERFORMANCE TO BUSINESS PERFORMANCE USE CUSTOMER REVIEWS TO IMPROVE THE STORE EXPERIENCE EXPLORE HOW YOU CAN EMBED SOCIAL INTO YOUR BUSINESS OFFERING 53 CRAFTING INSIGHTFUL IN-HOUSE BLENDS
  • 55. SHIFT YOUR PERSPECTIVE THINK LIKE AN ECONOMIST 55 CRAFTING INSIGHTFUL IN-HOUSE BLENDS 1
  • 56. ASK BETTER QUESTIONS LINK SOCIAL & BUSINESS PERFORMANCE TOGETHER 56 CRAFTING INSIGHTFUL IN-HOUSE BLENDS 2
  • 57. CREATE YOUR OWN METRICS REPORT ON IT 57 CRAFTING INSIGHTFUL IN-HOUSE BLENDS 3
  • 58. ACT ON YOUR FINDINGS GROW MORE OR COST LESS 58 CRAFTING INSIGHTFUL IN-HOUSE BLENDS 4
  • 59. NOW GO MAKE SOME TASTY BLENDS THANK YOU