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How to Use Social Media Analytics to Boost ROI

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Social media analytics can drastically improve your ROI. Here's a practical guide for using social media analytics to make your social media marketing SIZZLE

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How to Use Social Media Analytics to Boost ROI

  1. 1. HOWTO: Use Descriptive and Predictive Analytics to BoostYour Market Performance AMA –DC Washington, DC June 19, 2013 Hausman andAssociates
  2. 2. Hausman andAssociates Angela Hausman, owner of Hausman and Associates, is an Associate Professor of Marketing at Howard University. She is the author of several books and numerous publications on social and internet marketing. In additional to writing for Hausman Marketing Letter, she is a popular writer on Business 2 Community, Social Media Today, Technorati, and Social Media Mags, Follow her on Twitter @MarketingLetter or on Facebook!
  3. 3. The Problem by the Numbers Hausman andAssociates • 2.2 X better ROI • DATA • 80% unstructured and 3Vs • 20% growth • 1.6X 1021 • 60% MORE analytics skills • Assumptions?????
  4. 4. Hausman andAssociates ROI? Loyalty?
  5. 5. Hausman andAssociates
  6. 6. Hausman andAssociates Michael Stelzner, Social Media Examiner: Marketers are beginning to understand that the ROI of social media extends beyond sales goals.
  7. 7. Hausman andAssociates
  8. 8. Hausman and Associates I like …
  9. 9. Hausman andAssociates • Descriptive: Google Analytics, Facebook Insights, Pinterest, etc • Predictive – Hadoop, Big Insights, etc • Prescriptive – Infoshere Streams
  10. 10. Google Analytics Hausman andAssociates
  11. 11. Facebook Insights Hausman andAssociates
  12. 12. Predictive Analytics Y= ƒ (Xi, ßi)  Behavior= Attitudes, Social Norms  CLV  Tech Acceptance = Perceived Usefulness, Perceived Ease of Use  Events = Community Engagement, Performer,Venue, Location  Segmentation  Forecasting Hausman andAssociates
  13. 13. Prescriptive Analytics  Allocate scarce resources under conditions of uncertainty.  Optimize returns with limited risk.  Which products and how much  Who and how  Example – manage engagement in social networks Hausman andAssociates
  14. 14. Big Data  Storage issue  Analysis  Spurious correlations Hausman andAssociates
  15. 15. Put itTogether Hausman andAssociates
  16. 16. Take Aways  SMART Goals  Metrics?  Part science, part art  Dashboards  Monitor/Tweak  Predictive Analytics ≈ ROI Hausman andAssociates
  17. 17. Questions  @MarketingLetter  http://hausmanmarketingletter.com  http://LinkedIn.com/in/angelahausman  http://Facebook.com/angela.hausman  http://Pinterest.com/MarketingLetter Hausman andAssociates

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