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Future Midwest<br />#FMW10<br />@kenburbary<br />
Connect with your data<br />
Trend #1 – Social goes global<br />
Trend #2 – Mobile Demand<br />
Data Devices Multiplying...<br />
Device Diversification<br />Nike Plus<br />Edible micro-pills<br />
“In 2009, more data was generated by individuals than in the entire history of mankind through 2008”<br />-Andreas Weigend...
Gimme Data & Insights!<br />No Looking Back, Sink or Swim<br />
Too many choices!<br />Too much velocity!<br />Increasingly more complex!<br />Social Media Ecosystem<br />Digital Marketi...
Search Engine Optimization
Display Advertising
Email Marketing
Online Video
Websites
Mobile Marketing
Social Media
Webinars
The next “big” thing???</li></li></ul><li>“Popular Opinion” Digital Strategy<br />I’ll have one Facebook, two Microsites, ...
Dedicate yourself to Outcomes!<br />Outcomes = the purpose for which your website/application/user experience exists<br />...
Identify insights that connect to desired outcomes<br />Source: Mohan Sawhney, Kellogg School of Management<br />
We’re the same!<br />Attribution:http://adamhcohen.com/cognitive-bias-in-social-media-strategy<br />Beware Cognitive Bias<...
Listening to Consumers<br />
Observing Consumers<br />
The New Model…<br />
Clickstream & Multiple Outcomes Analysis<br />Q1. What is happening on my site?<br />Q2. How much of each thing is happeni...
Web Analytics – Experiment & Test<br />
Google Ad Planner<br />Site Metrics<br />User Interests<br />Related Sites/Subdomains<br />
YouTube Insights for Audience<br />Demographic Data<br />Geographic Data<br />Engaged Audience<br />Search Terms<br />
Search Insights<br />FACT<br />Geographic Data<br />
Competitive Web Site Research<br />
Competitive Web Site Research<br />Related Sites<br />Geographic Data<br />
Jaffe Juice Tag Cloud by http://www.wordle.net<br />
EngagementMetrics<br />Why does it matter?<br />Makes all marketers data-marketers<br />Demographic Data<br />Activity Met...
Discover  - Harvest relevant social data<br />Analyze -  Separate signal from noise<br />Segment  - Segment social data by...
Social Data Analytics Insight Example #1:Key events drove spikes in conversation (CPG brand)<br />Conversation driver:Prod...
Social Data Analytics Insight Example #2:Key events drove spikes in conversation (CPG brand)<br /><ul><li>47% of the conve...
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Future Midwest - Consumer Insights and Analytics that Drive Digital & Social Strategies

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Future Midwest - Consumer Insights and Analytics that Drive Digital & Social Strategies

  1. 1. Future Midwest<br />#FMW10<br />@kenburbary<br />
  2. 2. Connect with your data<br />
  3. 3. Trend #1 – Social goes global<br />
  4. 4. Trend #2 – Mobile Demand<br />
  5. 5. Data Devices Multiplying...<br />
  6. 6.
  7. 7.
  8. 8. Device Diversification<br />Nike Plus<br />Edible micro-pills<br />
  9. 9. “In 2009, more data was generated by individuals than in the entire history of mankind through 2008”<br />-Andreas Weigend, the former Chief Scientist at Amazon.com<br />Trend #3 – Data Era<br />
  10. 10. Gimme Data & Insights!<br />No Looking Back, Sink or Swim<br />
  11. 11. Too many choices!<br />Too much velocity!<br />Increasingly more complex!<br />Social Media Ecosystem<br />Digital Marketing Channels<br /><ul><li>Search Engine Marketing
  12. 12. Search Engine Optimization
  13. 13. Display Advertising
  14. 14. Email Marketing
  15. 15. Online Video
  16. 16. Websites
  17. 17. Mobile Marketing
  18. 18. Social Media
  19. 19. Webinars
  20. 20. The next “big” thing???</li></li></ul><li>“Popular Opinion” Digital Strategy<br />I’ll have one Facebook, two Microsites, one Community and a Twitter please!<br />
  21. 21. Dedicate yourself to Outcomes!<br />Outcomes = the purpose for which your website/application/user experience exists<br />No Outcomes = Unhappy Bosses<br />Don’t live data rich and insights poor!<br />Don’t be in the business of producing data<br />Data should exist to serve the needs of the business and provide insights that can be ACTED UPON to produce OUTCOMES!<br />
  22. 22. Identify insights that connect to desired outcomes<br />Source: Mohan Sawhney, Kellogg School of Management<br />
  23. 23. We’re the same!<br />Attribution:http://adamhcohen.com/cognitive-bias-in-social-media-strategy<br />Beware Cognitive Bias<br />
  24. 24. Listening to Consumers<br />
  25. 25. Observing Consumers<br />
  26. 26. The New Model…<br />
  27. 27. Clickstream & Multiple Outcomes Analysis<br />Q1. What is happening on my site?<br />Q2. How much of each thing is happening on my site?<br />
  28. 28. Web Analytics – Experiment & Test<br />
  29. 29. Google Ad Planner<br />Site Metrics<br />User Interests<br />Related Sites/Subdomains<br />
  30. 30. YouTube Insights for Audience<br />Demographic Data<br />Geographic Data<br />Engaged Audience<br />Search Terms<br />
  31. 31. Search Insights<br />FACT<br />Geographic Data<br />
  32. 32. Competitive Web Site Research<br />
  33. 33. Competitive Web Site Research<br />Related Sites<br />Geographic Data<br />
  34. 34. Jaffe Juice Tag Cloud by http://www.wordle.net<br />
  35. 35. EngagementMetrics<br />Why does it matter?<br />Makes all marketers data-marketers<br />Demographic Data<br />Activity Metrics<br />Facebook Engagement Insights<br />
  36. 36. Discover - Harvest relevant social data<br />Analyze - Separate signal from noise<br />Segment - Segment social data by business function and/or defined categories<br />Strategize & Integrate – Make listening outputs a regular input that informs the strategic planning process<br />Execute – Informed action based on insights from strategic listening<br />Voice of the Customer Framework<br />
  37. 37. Social Data Analytics Insight Example #1:Key events drove spikes in conversation (CPG brand)<br />Conversation driver:Product Release<br />“The white and grey Nike MVpuppets Tee shirts are both dropping at Brand Xs all over the place”<br />Conversation driver:<br />Product Release<br />“I just went to Brand X, bought myself a kobe puppet tshirt!”<br />Conversation Driver:<br />Product Release<br />“Nike Air Max is not just some new color that nike released to sell at Brand X…this shoe has a special value”<br />Conversation driver:<br />Company Event<br />“Brand X Hires John Doe As CEO..”<br />
  38. 38. Social Data Analytics Insight Example #2:Key events drove spikes in conversation (CPG brand)<br /><ul><li>47% of the conversations online involve product availability and product releases; much of the chatter is discussion or inquiries
  39. 39. Majority of events triggering conversations include concerts, signing, sweepstakes, etc.
  40. 40. Only 5% of conversations online pertain to sales, indicating price is not a primary concern among Brand X customers conversing online</li></ul>Breakdown by Event Trigger<br />“…Other 2009 releases include: white/red 12s, infrared 7, space jams, an orlando magic pack (i forget the numbers) and some other s**t i dont remember but true blues are definitely coming out stateside”<br />“Brand X also has excellent customer service. Returned defective shoes (for the second time) without a receipt, have a store credit now....”<br />“heads up to san diego peeps Brand X in mission valley mall has the white 4 rings in.... 1 m left, 2 l's, 3 xl's and i think 1 or 2 xxl and xxxl. i advise getting there as soon as they open to get what you want!”<br />
  41. 41. Social Data Analytics Example #3:Identify insights by combining different dimensions together (CPG brand)<br />“Went to the mall today, bought a USC hoody from BrandX....”<br />“why are the metallics (green, red) not being sold at Brand X, eastbay or finishline? the release date was july 4th but they are only sold at some select stores online; is there a reason that Brand X and finishline are not releasing them?” <br />“…try some of these stores near your area. disregard the Brand Xs, they are worthless when it comes to specializing in shoes that fit your need.”<br />“…just picked a white one up from Brand X in so. cal. the white one is the best yet. very clean lookin' with the purple wristband. Image”<br />
  42. 42. Jackpot!<br />
  43. 43. Social Engagement Insights<br />
  44. 44. Real-time Local Trends<br />http://trendsmap.com<br />
  45. 45. Analytics Channel Convergence <br />
  46. 46. Analytics Channel Convergence <br />
  47. 47.
  48. 48. Insights & Analytics Resources<br />Occam's Razor by AvinashKaushik - http://www.kaushik.net/avinash<br />Actionable Analytics by Jonny Longden - http://actionable-analytics.com/<br />Industry Insights by Omniture - http://blogs.omniture.com/<br />Six Pixels of Separation by Mitch Joel - http://www.twistimage.com/blog/<br />Kaizen Analytics by Michael Nottes - http://www.kaizen-analytics.com/<br />Nielsen Insights - http://en-us.nielsen.com/insights<br />ComScore Voices - http://blog.comscore.com/<br />Hitwise Intelligence - http://weblogs.hitwise.com/<br />Web Analytics Demystified by Eric Peterson - http://blog.webanalyticsdemystified.com/weblog/<br />

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