Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Analytical Social CRM

810 views

Published on

Social Data can give an even better and in-depth view on your customers. However please mind that it is not about 'more data'. It is about the 'right data' put to work.

A) Start wit the question
B) Combine Structured and Unstructured Data
C) Apply continuous machine learning

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Analytical Social CRM

  1. 1. Analy&cal(CRM(Start with the Question and Mind the Data…. More is not better… By#@LutzFinger#
  2. 2. Lutz(Finger( ─ #Quantum#Physicist# ─ #Journalist# ─ #Incubator#for#new#Media# ─ #MBA#@#INSEAD#2004# ─ #Sales#Manager#@#Dell# ─ #CoIFounder#of#Fisheye# ─ #Researcher#at#INSEAD# # And 47 different Social Media Profiles # # # ( Not all up-to-date. Mind the DataAll#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
  3. 3. Segmenta&on(is(missing(something(Two(People:((Who(are(they?(●  Male#●  Born#in#1948#●  BriMsh#NaMonality#●  2nd#Marriage#●  Rich#●  Well#known# The#missing#informaMon#is#behavior#informaMon.# Source:#Annet#Aris# 3#
  4. 4. Social(as(Indica&on( 10th#June#2011#–#2.6(million(readers(had#to#look#for#a#new#SUNDAY#paper#Source:#www.newsoXheworld.co.uk# 4#All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
  5. 5. To(find(poten&al(customers…(Discussion(in(TwiIer:(Ready(to(Switch?( Sunday(papers(people(may(switch(to( Former#NOTW# Indicated# subscribers# General#/#Misc# desire#to# 4%# Sunday#Sport#Standard## 5%# switch# 2%# The#Observer# 1%# 2%# Star#on# Daily#star#on# Sunday#Star# Sunday# Sunday# 2%# 9%# 15%# Sunday#Time# 7%# Sunday#Herald# Daily#Mail# 2%# 22%# 95%#no#info#on#switching## Sun#On# Sunday# 8%# Sunday#Mirror# 26%# Only#4%:#Choose#the#right#ones! 5#Jul#2011# Source:#Fisheye#AnalyMcs#I#Note:#Twider#Data#only#
  6. 6. And(to(Reach(out( ●  But#even#if#you#got#the# RELEVANT#data# ●  How(to(reach(out?# Reach#out#!#outreach#can#be#creepy Source:#Fisheye#AnalyMcs#
  7. 7. To(get(Social(Data(is(easy…( Aggregate# Via#Filter# Social Media Ask# Aggregate Profiles Consumer# # Find# Use#Email# Aggregate# Profile ##Please#note#that#there#could#be#easily#privacy#concerns.###All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.# Source:#Lutz#Finger# 7#
  8. 8. To(organize(not.(Sex:##2#Segments# Male# Female#Level#of#EducaMon:# Second# School# High#School# University##8#Segments# Degree# Sunday# News# Journal#Products#bought:# Paper# Paper# Paper###24#Segments# The Adventurer, Blue Collar, Emerging Adults, Health/ Fitness, Hispanics, Women With Children ...EU#Countries:###548#Segments#Social#graph:# “There#are#7#billion#people#in#the#world#and#my#dream#is#to#have#7###500#m#Segments# billion#individual#relaMonships”#by#Robert#McDonald### Source:#Lutz#Finger# 8#
  9. 9. Center:(Customer(or(You?(Customer( Analy&cal(Rela&onship( CRM(Management( (( ●  Start#with#the#●  The#Customer# quesMon# should#be#in#the# ●  It#is#all#about# Center# YOU#and#your#●  It#starts#with# PRODUCT# the#Customer# ●  Data#Mine#for#●  Be#open#/#be# your#needs# transparent# Source:#Lutz#Finger# 9#
  10. 10. For(Analy&c(CRM(N(Ques&on(is(key( Deep#Thought:#“it# would#have#been# simpler#of#course# to#have#known# what#the#actual# quesMon#was.”#“Data#without#sound#approach#is#just#NOISE.”#I#Xavier# Amatriain,#NetlixSource:#hdp://www.youtube.com/watch?v=aboZctrHfK8#Source:#www.google.com# Source:#Lutz#Finger# 10#Source:#Strata#2012#–#Xavier#Amatriain##
  11. 11. Great(Examples( ●  Tinyclues#opMmizes#EIshot#markeMng# based#on#machine#learning# Measurable# Direct#QuesMon# ●  Orange#connect#Survey#Data#to# Network#InformaMon# ●  Wonga#uses#the#way#people#fill#out#an# applicaMon#to#predict#Risk# ConMnuous#Machine# ●  Semasio#uses#content#of#pages#you# Learning# have#been#on#to#improve#markeMng# efficiency# ●  Target#can#predict#who#of#their# Structured# customers#is#pregnant# &#unstructured#Data# ●  Walt#Disney#use#Social#Media# Discussion#to#predict#privacy# ●  Google#and#GFK#set#up#One#Source# Panel#to#create#a#holisMc#View#on#a# consumer# Source:#Lutz#Finger# 11#All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
  12. 12. Summary(●  TradiMonal#SegmentaMon#is#too#limited#for#todays#needs#●  Social#Media#Can#find#new#Clients#●  To#get#social#data#is#easy#●  To#organize#them#is#the#hard#part#●  Start#with#the#QuesMon#●  Use#Machine#Learning#to#find#a#structure# 12#

×