Finding and the Using Right Social Data Sources, Mark Rogers, Sentinel Projects
FINDING AND USING THE RIGHT DATAFROM SOCIAL SOURCESMARK ROGERSCEO SENTINEL PROJECTSSOCIAL CRM, FRANKFURT11 JUNE 2012
SENTINEL PROJECTS Our business was founded in 2004 as a social media insights agency Market Sentinel. As Sentinel Projects we are announcing our transformation into tech integrators specialising in social data. We work with major brands such as Cadbury, Mars, GSK, Abbott, Avis, American Express, ITV, Hyundai Based in London with offices in Chicago and Cochin, India 24 staff with skills in integration, predictive analytics, statistics, business intelligence, natural language processing, network analysis We help our clients grasp the opportunities of a transparent world
WHAT IS: “THE RIGHT DATA”? It is the (often tiny) part of the data which tells me if my business is doing better or worse Am I making more money because of my marketing efforts? Am I saving money because of my investment in effective customer service? Step one is to ask only those questions that can be answered: – Can I gauge customer satisfaction with my activities based on conversational and other data? – Can I attribute a value to my marketing efforts which I can verify from social data? – Can I do a better job of profiling and therefore understanding my customers based on the wealth of data in social personas?
WHAT CUSTOMER SATISFACTION KPIs With CRM data the traditional metrics have been cost based – Calls handled – Time take on a call Or survey-based – C-sat scores, in particular net promoters Availability of social data highlights unresolved issues and makes it clear when issues don’t disappear – Overall volume of complaints about a given issue – Overall (or topic specific) sentiment – Recommenders and detractors
WHAT A SOLUTION LOOKS LIKE Daily C-sat numbers derived from social data Deeper dives into the issues that are driving satisfaction or dissatisfaction based on powerful analysis of the quals
Overall Satisfaction 5.7Ease of Use not Ease of Use Appearance not Dislike Appearance mentioned mentioned mentioned Satisfaction=6.6Satisfaction=5.5 Satisfaction=7.4 Satisfaction=7.6 55 and OverLike Appearance Age 16-54 Satisfaction=8.2Satisfaction=6.7 Satisfaction=7.4
CLICK-THROUGH ATTRIBUTION The simplest way to social media for marketing is to model them as channels Surveys show that what people want from FB, for example is brand information and vouchers – am I providing it? Can I track click-throughs from Facebook or Twitter?
IMPROVING GLOBAL UNDERSTANDING The key benefit is to take the tiny fragments of web and social data that are relevant and bring them into the business intelligence sytems of the enterprise A rules based approach can then help us model the answers to key questions: – Am I reaching the right customer? – Can I prevent him or her churning? – Can I reactivate a customer who has left me? The savings derived from doing this is a laser-guided way, customer by customer, as opposed to using the blunderbuss of mass emails, or direct mail, can be huge.