This document discusses how companies can leverage big data and social media analytics to drive business strategy and increase sales effectiveness. It defines big data for marketers and examines social media's role in integrated marketing. The key takeaways are how to use social analytics to optimize activities, focus on meaningful metrics like sentiment tracking, and examples of how companies have increased conversions. Strategies presented include developing segmentation using data mining to create nurturing programs that drive conversions. Case studies show applications in fashion, manufacturing and healthcare. The document encourages turning digital output into targeted messaging to improve ROI and eliminate silos between tactics.
Brunch and Learn - Direct Marketing on a Shoestring Budget
Leveraging Big Data
1. Leveraging Big Data
How to drive strategy, insights and tactics from digital signals
December 2012
AMA Event #tag:
#AMAVES
2. Panelists
Jeff L. Herrmann Paige Musto
Chief Revenue Officer Sr. Mgr., PR & Social Media
Fathom Act-On Software
Jherrmann@fathomdelivers.com paige@act-on.com
Twitter: JeffLHerrmann Twitter: PR_Maven
3. Key Takeaways for Today
The definition and meaning of „Big Data‟ to marketers
How to use social media analytics to optimize integrated marketing
activities and increase sales effectiveness
Honing in on the social media analytics that matter and why
sentiment tracking is important for your business
Use-case examples of how companies have harnessed „Big Data‟
to drive conversions and revenue
4. The Situation
Regardless of size or vertical market, today‟s businesses have moved online
yielding massive amounts of data and competitive intelligence containing a
multitude of digital signals
“Closed loop” marketing is finally here
Leveraging social media analytics is critical to your business strategy
BIG DATA
Email Social Media
Organic (SEO)
Marketing Online
Campaign
Behavioral Results CRM Demographic
(Website) (PPC) Appends
Source: Marketing is the next big money sector in technology
9. Social’s Impact on Integrated Marketing
• Influence • Refine ad and • Use the most • Great video • Use social
rankings page copy “shared” content content is highly analytics to refine
• Naturally build • Leverage metrics to build e- sharable across editorial calendar
inbound links & demos to build newsletter social channels • Look at
• Broaden better display • Merge Facebook • Videos break up competitor share
distribution for • Use to drive app user data monotony of text of voice
great content engagement and with e-mail and static images • Use social sharing
• Increase visibility views database to • YouTube analytics buttons to enable
create new can be merged viewers to share
segments and with other social and promote
predictive models metrics for
• Determine better additional
lead scores with insights and
social follower trends
information
11. Ways to Better Integrate
Use-ability
Make audience participation easy
Like-ability
Create timely and compelling content
Share-ability
Provide tools to spread your message
Find-ability
High visibility gets traffic
Success-ability
Measure, analyze, adjust
12. Actionable Social Analytics
Focus on Key Performance Indicators
Engagement metrics tied to lead generation
Sales and Brand awareness metrics
Make audience participation easy
Lead Generation Social Sales Share of Voice
Effectiveness Effectiveness
New Conversations
New Leads Social Generated Sales Mentioning Brand
Total # of Leads Total # of Sales Total # of Sales
Lead Gen Sales Awareness
15. Turn your Big Data into Revenue!
Turn your digital marketing output (Big Data) into an asset
Develop segmentation and targeting programs
Yield higher conversions and ROI
Optimize best path buying cycles
Automate targeted and relevant messaging – right message, right time
Leverage always-learning model to score and recalibrate strategy
Eliminate silos between digital marketing (inbound) tactics
Make your CFO fall in love with marketing
16. Ready to Learn More?
Sign up for a demo Inbound and Analytics:
Act-on.com FathomDelivers.com
Blog.act-on.com FathomDelivers.com/Blog
Need it sooner Need it sooner
Call: (877)530-1555 Call: (866) 915-0418
Email: sales@act-on.com @FathomOnline
www.act-on.com | @ActOnSoftware | #ActOnSW
Editor's Notes
Take a look – chunck
Social media is a method to:Discover new topics and trendsObtain news and consume contentCapture real time feedbackIncrease share of voice and amplify contentSocial media offers:Free access to social insightWord of mouth and the wisdom of crowdsCandid participation and engagementSocial media generates:Connections and relationshipsKeyword focused contentImproved brand awareness and enhanced visibilityHOW:Get maximum visibility through combined Search ad SocialCreate premium content that reflects your brand and marketing objectiveManage data-driven strategies with measurable results
Common connection between digital marketing channelsBest channel to interact with customersSocial media is the “right place at the right time” for your customersSocial and search continue to blend and influence each other