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World’s largest community of CIOs and senior IT executives 
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Social Analytics for the Age of WOW 
This presentation, including any supporting materials, is owned by Gartner, Inc. and/...
“Social” encompasses paid and owned 
channels . . . listening, engagement and analysis 
Empower 
Listen 
Customers Busines...
Marketers acknowledge social is one of the three keys to success 
4
Meanwhile data volume and complexity erupts 
5 
Source: IBM SmarterCommerce research, Q3 2014
•Measurement is the tool used to assess and improve digital channels important to your business 
–Management tool 
–Assess...
7 Mere monitoring does not equal insight, or smarter action
Ten incredible fun facts about social marketing & media 
Using social analytics for insight and action 
8 
How to build a ...
Analytics is a significant investment 
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Social Analytics is past the peak of inflated expectations – which is exactly the time to get real 
15 
Hype Cycle for Dig...
How does your organization currently handle the measurement and analysis of your social marketing? 
1.We don’t – we are an...
Ten incredible fun facts about social marketing & media 
Using social analytics for insight and action 
17 
How to build a...
Fun Fact #1: Most of what you hear in social channels is noise 
0% 
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Tagge...
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Fun Fact #2: Word clouds are for poets – not analysts 
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Observations 
Social sentiment varies widely day to day – spikes and drops are short-lived 
Daily sentimented post volum...
There are only 8 human emotions John Kearon, “Let’s Get Emotional About Advertising” 10/11 (presented at Jay Chiat Plannin...
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Time of Day 
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The Atlantic, “Dark Social” 
http://www.theatlantic.c...
•Doesn’t change much over time 
•Overweights Twitter (because it’s 100% public) 
•Contains irrelevant content 
•What does ...
Fun Fact #10: You can roll your own metrics (that work for you) 
27
Which of these is the leading metric your organization uses to measure social marketing success and impact? 
1.Conversatio...
Ten incredible fun facts about social marketing & media 
Using social analytics for insight and action 
29 
How to build a...
Social metrics follow the customer’s journey and vary in signal strength 
Visitors, Fans, Followers, By Channel 
Likes, Me...
Life Cycle Stage 
Sample Business Goals 
Sample Social Marketing Tactics 
Sample Social Metrics 
•Increase product awarene...
ROI is driven by revenue – but don’t forget social marketing’s impact on costs and risk reduction 32 
ROI Lever 
Descripti...
There are many dashboards that automate portions of social analytics 
33
We Cover 80+ Social Analytics Vendors 
34
So How Do We Tell Who is Who? 
35 Information Sources 
Information Analysis 
Language Capabilities 
Location Analysis 
Use...
Keyword Analysis 
•Boolean queries 
•Word for word versus clausal Natural Language Processing 
•Proprietary algorithms 
•M...
Identify 
Engagement 
Opportunities 
Identifying UGC 
Customer Service 
Process 
Determine 
Campaign 
Success 
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Ten incredible fun facts about social marketing & media 
Using social analytics for insight and action 
38 
How to build a...
•Caesers Entertainment uses social marketing to: 
•Supports multichannel marketing campaigns 
•Drive ticket sales to conce...
•Financial services companies connect reps to clients on social networks and use social listening to find social signals, ...
ALS Association uses social analytics to raise awareness (millions of dollars in donations) 
•ALS used social listening to...
Which of these best describes the primary business goal of your social marketing program? 
1.Building awareness and/or con...
Where to go from here 
Determine if your current social analytics are serving the business? 
Are you clear what your goa...
Gartner Digital Marketing Transit Map™ 
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Gartner webinar social media analytics 23.10.2014

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Virtually every modern marketer has a presence in social channels, and many use social listening tools to monitor what people say about their brands. Yet despite being a maturing discipline, social analytics remains stubbornly difficult and frustrating to apply. How much is a Facebook fan worth? Does it matter that your "net sentiment" is in the single digits? Your "share of voice" on Twitter is down this week – should you panic? This presentation focuses on the social analytics vendors, techniques, metrics and cases that can help you most.

Published in: Marketing

Gartner webinar social media analytics 23.10.2014

  1. 1. While you are waiting for our webinar to begin, you might be interested in the downloads on the Attachment tab: Have a question for our analyst? Click the Question tab. Q&A will be at the end of today’s presentation. If you have any difficulties, please email gartnerwebinars@gartner.com. A copy of today’s presentation Information on how to dial in if you are unable to attend via VoIP
  2. 2. Our company: 1 World’s largest community of CIOs and senior IT executives 5,500 benchmarks 800 analysts coverage all aspects of technology 60% with 20+ years experience Rigorous research model and widely adopted methodologies 64 conferences •480 consultants •1,700 engagements •12,000 client organizations in 85 countries •290,00 client interactions •70% of Fortune 500 •76% of Global 500 Vertical coverage in nine industries
  3. 3. Social Analytics for the Age of WOW This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates, and is for the sole use of Gartner’s intended audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and may not be further copied, distributed, or publicly displayed without the express written permission of Gartner, Inc. and/or its affiliates. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved. How to use listening and measurement to deliver growth Jennifer Polk @jenpolk1 Martin Kihn @martykihn Webinar October 23, 2014
  4. 4. “Social” encompasses paid and owned channels . . . listening, engagement and analysis Empower Listen Customers Business Engage Measure/ Optimize Social 3
  5. 5. Marketers acknowledge social is one of the three keys to success 4
  6. 6. Meanwhile data volume and complexity erupts 5 Source: IBM SmarterCommerce research, Q3 2014
  7. 7. •Measurement is the tool used to assess and improve digital channels important to your business –Management tool –Assessment, problem solving and self-improvement –Investment allocation –Customer insight –Competitive advantage 6 Leading to a measurement imperative
  8. 8. 7 Mere monitoring does not equal insight, or smarter action
  9. 9. Ten incredible fun facts about social marketing & media Using social analytics for insight and action 8 How to build a basic measurement plan & dashboard Consider these ways to advance your measurement strategy, to improve marketing campaigns and programs: What’s the state of social analytics today? Three brands who are doing it right – right now
  10. 10. Analytics is a significant investment 9 6.0 7.4 8.1 8.8 9.2 9.3 9.5 9.5 9.6 10.3 12.2 0 5 10 15 Company blog Video production Analytics E-mail marketing Search marketing Content creation + mgmt Mobile marketing Social marketing Digital commerce Design, devel. + maint. of corp. web site Digital or on-line advertising Average Percentage of Digital Marketing Budget Change 2012 vs. 2013 + 33% + 28% + 25% - 25% - 16% Q: How much of the 2013 digital marketing budget is your organization spending on each of these activities? n = 200 Note: “Digital commerce” for which marketing is responsible. 40% of analytics budget is labor vs data/tools
  11. 11. 19% 12% 11% 6% 5% 8% 7% 4% 4% 2% 5% 42% 44% 36% 41% 42% 39% 38% 38% 36% 31% 27% 39% 45% 53% 53% 54% 54% 56% 58% 60% 67% 68% Social Marketing Mobile Marketing Online Display Ads Funnel / Pipeline Metrics Search Engine Optimization (organic) Email Marketing eCommerce Content Marketing Customer Metrics Search Engine Advertising (paid) Corporate website activity 1-3 ratings 4-5 ratings 6-7 ratings Q. How effectively is your organization able to measure these activities today? [1=Not well at all / 7=Extremely well] 5.8 5.8 5.6 5.5 5.6 5.5 5.5 5.5 5.5 5.2 4.9 MEAN Yet marketers are struggling to measure social Hardest to measure 10
  12. 12. 2% 4% 2% 8% 2% 10% 6% 10% 4% 14% 24% 10% 8% 2% 6% 8% 4% 6% 14% 12% 12% 22% 4% 4% 4% 4% 2% 6% 8% 4% 16% 8% 14% Coordinating message / brand consistency across many business units / contributors Monitoring / Controlling / Containing / Responding to negative comments Difficult to measure success of content or customer service response Keeping up with platform changes / rules / semantics / processes Cutting through the noise / clutter / volume of information Educating employees / ensuring proper use of social media / having unified voice / brand Continually posting unique or fresh content / keeping up with content demand Information security / privacy rules and regulations Targeting a specific audience for our products / services (e.g., age, geography, business) Identifying optimal use (and/or balance) of social media for our products / services Lack of resources / talent / employees / budget / time Difficult to measure ROI or obtain upper management buy-in 1st 2nd 3rd What are the three most significant barriers or challenges for your organization when it comes to executing social marketing? SUM 46% 44% 42% 22% 18% 18% 16% 14% 12% 12% 10% 10% Why? It’s “difficult” and we lack the resources 11
  13. 13. 4% 6% 6% 6% 6% 10% 12% 16% 24% 38% 40% 42% Reaching more good employees via recruitment efforts Enhance the perception or credibility of our organization / products / services Educate about our products / our company Announce or promote new products / services / events Reach new or younger audiences Better understand customer / customer needs Enhances, builds or strengthens brand / brand loyalty Customer service / feedback monitoring and response Improve customer engagement / conversation / dialogue / communication / outreach Increase sales / leads or traffic to our Web site / event / store Increased audience size / bloggers or number of fans / followers / likes Improve reach / awareness / targeting In what areas have your organization’s successful social marketing efforts supported its goals? Highest among: High Tech/Manu/CP High Tech/Media Media/<$2B Meanwhile we are turning to softer goals for social 12
  14. 14. 5% 11% 14% 14% 23% 25% 30% 30% 34% Not measuring specifics yet External service provider does this (agencies) Market research / Tracking / Awareness studies General increase in sales or new customers (not specifically measured) Increased interaction in general (compliments / posts / retweets / comments) Analytics applications (e.g., Facebook Insights, Google Analytics, Hootsuite, Radian 6, Comscore) Responses to specific Call-To-Action (e.g., phone calls, purchases, email sign-ups, downloads, webinars, store or event Click-throughs to our Web site from social media channels Increased number of shares / likes / fans / followers / views How does your organization currently measure whether social marketing efforts are successful? Highest among: Media/Healthcare/<$2B High Tech/Manu/$2B+ Retail/Healthcare/$2B+ . . . And leaning on metrics that are easier to capture 13
  15. 15. High level / Above average / Above competition, 34% Middle / Intermediate / Average / Equal to competition, 40% Beginner / Behind / Below competition, 26% How would you describe your current level of expertise in social marketing? Many of us admit we are not social metrics ninjas (yet) 14
  16. 16. Social Analytics is past the peak of inflated expectations – which is exactly the time to get real 15 Hype Cycle for Digital Marketing, 2014 You are Here
  17. 17. How does your organization currently handle the measurement and analysis of your social marketing? 1.We don’t – we are anti-social (marketing) 2.We pull numbers from Facebook and Twitter, etc. but don’t link them to business goals 3.We use a social listening platform and try to estimate social’s impact on the business 4.We have internal social analysts who nail it 5.We outsource most of this to our agency Poll Question #1
  18. 18. Ten incredible fun facts about social marketing & media Using social analytics for insight and action 17 How to build a basic measurement plan & dashboard Consider these ways to advance your measurement strategy, to improve marketing campaigns and programs: What’s the state of social analytics today? Three brands who are doing it right – right now
  19. 19. Fun Fact #1: Most of what you hear in social channels is noise 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Tagged “Irrelevant” Tagged “Relevant” 18
  20. 20. Negative Positive Fun Fact #2: Word clouds are for poets – not analysts Airport Baggage 19
  21. 21. Observations Social sentiment varies widely day to day – spikes and drops are short-lived Daily sentimented post volumes average AVG (Total – incl. Neutral) = 336 AVG (Negative) = 102 AVG (Positive) = 32 AVG (Mixed) = 7 Over time, negative sentiment is growing, whereas positive is declining The variability of negative posts is significantly higher than that of positive: STDEV (negative)= 55 STDEV (positive)= 13 STDEV (mixed) = 5 When post volume is low, the sentiment is more equally distributed between positive and negative; whereas, when volumes peak, negative sentiment dominates – people talk more out of frustration 0 100 200 300 400 500 600 700 1/1/2014 2/1/2014 3/1/2014 4/1/2014 5/1/2014 6/1/2014 7/1/2014 negative positive mixed neutral Daily Volume Trend by Sentiment Fun Fact #3: Negative sentiment is 5X more volatile than positive 20
  22. 22. There are only 8 human emotions John Kearon, “Let’s Get Emotional About Advertising” 10/11 (presented at Jay Chiat Planning Conference NYC Oct. 2011) Emotion correlates with market share gain A well-known analytics firm showed a clear correlation between emotion and brand power in marketing messages Fun Fact #4: Emotion itself is more important than whether the sentiment is positive or negative 21
  23. 23. 0 100 200 300 400 500 600 700 800 900 1/1/2014 2/1/2014 3/1/2014 4/1/2014 5/1/2014 6/1/2014 7/1/2014 1 2 3 4 1/12 - Increased fees for checked baggage 2/15– Body found in the landing gear 6/16– Day after the launch of second @Handle 7/1 – Pre-holiday traffic Daily Volume Trend by Sentiment (01/01 – 07/30) Fun Fact #5: News-driven spikes generally last less than one day 22
  24. 24. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 12/30 1/6 1/13 1/20 1/27 2/3 2/10 2/17 2/24 3/2 3/9 3/16 3/23 3/30 4/6 4/13 4/20 4/27 % of Total Week Beginning E-file issues; Free Refund delays Preparer recos Corporate News TOPICS Paid social promos Mobile apps Montell Jordon spots Share of Social Conversation by Brand Fun Fact #6: Volume does not (often) equal business impact 23
  25. 25. Fun Fact #7: A lot of your social engagers are literally on the road Time of Day Average Weighted Engagement % (1) (Number of Posts) Wake/Commute (12am – 8am) 0.52% (1) 0.275% (2) n/a Coffee Time (8am – 10am) 0.62% (6) 0.064% (16) 1.89% (1) Late Morning (10am – 12pm) 0.55% (16) 0.051% (29) 3.97% (5) Afternoon Break (12pm-4pm) 0.49% (31) 0.047% (79) 3.82% (40) Transit/Dinner (4pm – 6pm) 0.22% (7) 0.072% (5) 4.49% (16) Evening (6pm-10pm) 0.44% (42) n/a 2.86% (2) Late Night (10pm – 12am) 0.53% (7) n/a n/a Channel Avg. 0.47% 0.054% 3.94% Source: Facebook Insights, Twitter, Google+, Statigram, Fallon analysis; Twitter RTs excluded; (1)Average Weighted Engagement % = average of post level sum of weighted engagements / # followers at time of post Twitter users check their feed first thing in the morning, while Facebook users review their newsfeed instead of a newspaper. Instagram users engage late afternoon. Google+ time of day data is not available. 24
  26. 26. 25 Fun Fact #8: You don’t have access to most social conversations The Atlantic, “Dark Social” http://www.theatlantic.com/technology/archive/2012/10/dark- social-we-have-the-whole-history-of-the-web-wrong/263523/
  27. 27. •Doesn’t change much over time •Overweights Twitter (because it’s 100% public) •Contains irrelevant content •What does it actually measure? •Correlates with English- language market share 26 Fun Fact #9: “Share of Voice” is usually a (very) misleading metric Cadillac (8%) Audi (19%) BMW (34%) Mercedes (27%) Lexus (12%) Luxury Auto Brand Social Channel “Share of Voice”
  28. 28. Fun Fact #10: You can roll your own metrics (that work for you) 27
  29. 29. Which of these is the leading metric your organization uses to measure social marketing success and impact? 1.Conversation volume (number of posts) 2.Share of voice (over time or vs competitors) 3.Sentiment (positive, negative, neutral) 4.Engagement (likes, shares, retweets, pins) 5.Audience growth (fans, followers) Poll Question #2
  30. 30. Ten incredible fun facts about social marketing & media Using social analytics for insight and action 29 How to build a basic measurement plan & dashboard Consider these ways to advance your measurement strategy, to improve marketing campaigns and programs: What’s the state of social analytics today? Three brands who are doing it right – right now
  31. 31. Social metrics follow the customer’s journey and vary in signal strength Visitors, Fans, Followers, By Channel Likes, Mentions, Influencers, Referrals Shares, Retweets, Posts, Comments, Pictures Purchases, Sign ups, Downloads, Watches/Listens Questions, Recommendations Repeat Visits, Advocacy Weak metrics drive direction Strong metrics help refinement and iteration 30 Awareness Influence Engagement Fulfillment Support Loyalty
  32. 32. Life Cycle Stage Sample Business Goals Sample Social Marketing Tactics Sample Social Metrics •Increase product awareness •Social content and campaigns, integrated with paid social ads and measured with #hashtag usage •Product mentions as percentage of conversation •#Hashtag use •Pre/post campaign awareness survey •Improve net social sentiment •Increased customer engagement on social sites, fostering positive engagement •Funneling complaints to a customer service channel for resolution •Social channel sentiment (positive – negative) •Impact on customer satisfaction scores •Improve product consideration •Social campaign to generate product reviews •Use of product videos, customer testimonials and reviews in social campaigns •Product reviews •Search volume •Survey offered on social channels •Gain referrals •Social content, integration of "share" buttons into website and incentives for referrals •Post shares and comment reach •New visitor source of entry •Generate leads •"Like-gating" social sites •Integration of lead submission forms into social sites •Number of qualified leads from social channels (forms, link clicks) •Increase e-commerce sales •Integration of "share" buttons into product pages on e-commerce site •Use of social coupons and incentives •Source of entry to site and item pages •Commerce link clicks in social channels •Revenue attribution •Improve loyalty and lifetime value •Exclusive content and event access for "fans" •Badges and "gamification" •Impact on customer lifetime value •Repurchase rates from social Start with business goals to determine both the tactics used and the metrics captured 31
  33. 33. ROI is driven by revenue – but don’t forget social marketing’s impact on costs and risk reduction 32 ROI Lever Description Sample Goals & Metrics Revenue Generation Does social marketing deliver more or less revenue than other tactics for the same investment? e-Commerce sales through social links and referrals vs. through online advertising and paid search Cost Reduction Does social marketing represent a more efficient, more effective and/or less costly way to achieve marketing goals currently supported by other tactics? Video or other content engagement on social channels vs. paid video seeding and pre-roll buys Traditional market research costs and benefits PR costs and effectiveness using traditional channels Risk What are the risks associated with using, or failing to use, social media in a crisis?? Social crisis handling vs. call center and outsourced PR
  34. 34. There are many dashboards that automate portions of social analytics 33
  35. 35. We Cover 80+ Social Analytics Vendors 34
  36. 36. So How Do We Tell Who is Who? 35 Information Sources Information Analysis Language Capabilities Location Analysis Use Case Specialization Industry Specialization Pricing
  37. 37. Keyword Analysis •Boolean queries •Word for word versus clausal Natural Language Processing •Proprietary algorithms •May be clausal Human Coding •Literally having humans code data Platforms differ in their use of advanced NLP techniques to gain deeper insights 36
  38. 38. Identify Engagement Opportunities Identifying UGC Customer Service Process Determine Campaign Success Identify Recruitment Candidates Benchmarking Identify Prospects Social Network Analysis Understanding an Individual Identify Market Characteristics Many specialize in specific use cases – not all of which are relevant to marketers 37
  39. 39. Ten incredible fun facts about social marketing & media Using social analytics for insight and action 38 How to build a basic measurement plan & dashboard Consider these ways to advance your measurement strategy, to improve marketing campaigns and programs: What’s the state of social analytics today? Three brands who are doing it right – right now
  40. 40. •Caesers Entertainment uses social marketing to: •Supports multichannel marketing campaigns •Drive ticket sales to concerts and other local events •Expand the size and depth of its customer database •Systems integration and tracking across multiple touch points were critical to measuring the impact of social on business results 39 Caesars Entertainment connects social marketing to business outcomes
  41. 41. •Financial services companies connect reps to clients on social networks and use social listening to find social signals, like major life events, leading to business development opportunities •Financial services reps use social networking sites to expand their network and connect contacts in CRM systems to expand their customer database and track potential sales leads 40 Financial firms boost sales productivity and lead generation with social signals
  42. 42. ALS Association uses social analytics to raise awareness (millions of dollars in donations) •ALS used social listening to identify a trend that they could use to drive awareness and fundraising •They succeeded by connecting the campaign to commerce, letting people donate across channels •ALS merchandised this success internally and externally by tracking donations •They also used landing pages to gather valuable customer data for future fundraising efforts
  43. 43. Which of these best describes the primary business goal of your social marketing program? 1.Building awareness and/or consideration 2.Managing or improving brand reputation 3.Generating leads or driving referral traffic 4.Driving online or offline sales conversion 5.Improving retention, loyalty and/or advocacy Poll Question #3
  44. 44. Where to go from here Determine if your current social analytics are serving the business? Are you clear what your goals are? Revenues, cost reduction, risk? Are you making any of the false assumptions discussed in the “fun facts” section – e.g., leaning on “share of voice” without adjustments? Ask: Do your metrics help you assess and improve your activities? Are they helping you understand your customers better? Consider the role of dashboards and social listening tools? Do you understand how they can (and can’t) help? How they’re different? 43
  45. 45. Gartner Digital Marketing Transit Map™ http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp 44 Product Station Vendor Station Offline Connection AD OPS DATA OPS MOBILITY WEB OPS SOCIAL OPS DESIGN MARKETING OPS CREATIVE Connection to CMO Connections to Sales and Service Connection to General Advertising Connection to IT Connection to Business Intelligence Web Content Mgmt. Web Analytics Virtual Actors Video Ad Networks Video Ad Mgmt. Venues User Groups UXP UX Design Tag Mgmt. Social TV Social Networks Social Mktg. Mgmt. Social Commerce Social Apps Social Analytics Social Ads Smart Kiosks Site Retargeting Search Retargeting Search Engines SEO Tools SEM Platforms Rich Media Search Real-Time QR Codes Decisioning Programmatic Media Program Guide Promo Reviews & Recs Embedded Merch Product Design Compliance Predictive Campaign Analytics OTT Video Online Video Publishing Online Retailers Data Exchanges NFC Natural Language Questioning Native Ads Campaign Mgmt. Mobile Search Mobile Messaging & Commerce Mobile Media & Targeting Mobile App & Content Svs Mobile App Marketplace Mobile Analytics Mobile Ad Networks Microsensors Media Labs Media Companies Media Agencies Marketing Service Providers Mktg. Resource Mgmt. Management Consultants Marketing Analytics Lead Mgmt. In-Game Ads Idea Mgmt. IT Service Providers Geotargeting Geofencing Gamification Tools Finger-printing Experience Targeting Emotion Detection Email Mktg. E-Commerce Enablers Dynamic Creative DOOH Media Svcs Digital Offers Media Metrics DM HUB Digital Asset Mgmt. Digital Agencies Data Warehouses DMP Customer Analytics Crowdsourcing Content Marketing Data Providers Communities CSPs Census and Panel Data Business Process Outsourcers Blogs Automatic Content Recognition Augmented Reality Attribution Agile Mktg. PM Agency Holding Companies Advocacy Mktg. Addressable TV Ad Verification Online Ad Networks Ad Exchanges A/B Testing MOBILE STRATEGY EMERGING TECH ANALYTICS AD TECH UX SOCIAL COMMERCE Mktg. Mgmt. SEARCH RT DATA
  46. 46. Product Station Vendor Station Offline Connection AD OPS DATA OPS MOBILITY WEB OPS SOCIAL OPS DESIGN MARKETING OPS MOBILE STRATEGY EMERGING TECH ANALYTICS AD TECH UX SOCIAL COMMERCE Mktg. Mgmt. SEARCH RT DATA Connection to CMO Connections to Sales and Service Connection to General Advertising Connection to IT Connection to Business Intelligence Mobile App Marketplace DM HUB Social Networks CREATIVE Mobile App & Content Svs Social Advertising Digital Asset Mgmt Mobile Messaging & Commerce Tag Mgmt Online Video Publishing Communities Blogs Social TV Online Retailers NFC Reviews & Recs Crowdsourcing UX Design Digital Offers Social Apps Media Labs Idea Mgmt Marketing Analytics Persona Mgmt Compliance Advocacy Mktg Virtual Actors Natural Language Questioning Social Commerce Social Marketing Management Social Analytics Content Marketing The Social Marketing Neighborhood 45
  47. 47. Available as part of your subscription to Gartner for Marketing Leaders (login required): •“How to Meaure Social Marketing ROI” Julie Hopkins, Martin Kihn and Jennifer Polk (G00252489) •“Key Findings from U.S. Measuring Digital Marketing Survey, 2013” Julie Hopkins and Jake Sorofman (G00255756) •“Guide to the Social Ops Neighborhood on Gartner's Digital Marketing Transit Map” (G00248416) •“How to Measure a Digital Marketing Campaign” Martin Kihn (G00255583) •“How to Measure and Prove the Business Value of Your Content Marketing Program” Jake Sorofman and Martin Kihn (G00259628) •“Maturity Model for Data-Driven Marketing” Andrew Frank and Martin Kihn (G00255716) 46 Recommended Reading
  48. 48. •Visit gartner.com/digitalmarketing –For additional Gartner insight on your top Digital Marketing initiatives •Visit gartner.com/webinars –Today's presentation will be available in 24 hours –Check out the schedule of upcoming Gartner webinars (plus on-demand webinars) and don’t forget to share these resources with your colleagues •Contact your Gartner account executive with any additional questions, comments or for a complimentary copy of today's presentation 47 Simple steps for increasing the value of today’s webinar experience

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