Analytics and Social Listening
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Google Analytics is rolling out some big changes, including Universal Analytics. Chris Kujawski explains how to prepare for the update, and what “big data” means for you. Mike Osswald concludes with an overview of social listening. www.hansoninc.com/summit
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Analytics and Social Listening
- 2. LESLIE MOHN DIRECTOR OF USER EXPERIENCE ARCHITECTURE CHRIS KUJAWSKI CONNECTION STRATEGIST
- 3. ANALYTICS Quantitative methods to understand audience actions, recognize performance and success, and contribute to continuous improvements
- 5. ANALYTICS: ACTION FROM DATA CONNECTING ALL DATA POINTS • 2010: Each Marketing Channel was Siloed in Measurement .com mobile email display social print in-store Web Analytics Platform Web Analytics Platform Email Program Double Click Social Platform Reports Listening to Other Platforms Sales Data / CRM
- 6. ANALYTICS: ACTION FROM DATA CONNECTING ALL DATA POINTS • 2010: Each Marketing Channel was Siloed in Measurement • 2012: Online Channels Brought Together with Offline web app email display Web Analytics Platform social print in-store Sales Data / CRM
- 7. ANALYTICS: ACTION FROM DATA CONNECTING ALL DATA POINTS • 2010: Each Marketing Channel was Siloed in Measurement • 2012: Online Channels Brought Together with Offline • 2014: Unified / Cross-Device & Platform Measurement web app email display social print in-store
- 8. ANALYTICS: ACTION FROM DATA UNIVERSAL ANALYTICS • A unified tracking ID across multiple devices & platforms • Connects online and offline • Gives businesses long term value of their customers web app email demographics display CRM support social print in-store
- 9. ANALYTICS: ACTION FROM DATA OWENS CORNING ROOFING AT LOWE’S location lifestyle kiosk register mobile web site ad cart demographics
- 10. ANALYTICS: ACTION FROM DATA AFFINITY CATEGORIES (LIFESTYLES)
- 11. ATTRIBUTION
- 12. ANALYTICS: ACTION FROM DATA MULTIPLE TOUCH POINTS TO CONVERSION Over 45% of Conversions are Made with Interaction from Multiple Touch Points
- 13. ANALYTICS: ACTION FROM DATA WHICH TOUCHPOINT OWNS THE CONVERSION? • Current State of Attribution Modeling 100% —% —% —% —% 1st Interaction 25% 25% 25% Linear —% —% 100% Last Interaction 25% 10% 20% 30% Time Decay 40%
- 14. ANALYTICS: ACTION FROM DATA TO WHAT DO WE ATTRIBUTE? • Future state of Attribution Modeling
- 15. ANALYTICS: ACTION FROM DATA TO WHAT DO WE ATTRIBUTE? • Future state of Attribution Modeling Medium
- 16. ANALYTICS: ACTION FROM DATA TO WHAT DO WE ATTRIBUTE? • Future state of Attribution Modeling Defined Segments Homeowners / Professionals App Users Male / Female Research Online / Purchase In-Store Age Groups
- 17. MORE DATA, MORE KNOWLEDGE
- 18. ANALYTICS: ACTION FROM DATA PREPARING FOR UNIVERSAL ANALYTICS • Understand your audiences – GA will incorporate demographic data • Assess your touch points and data sources – We can import data from CRM / other offline sources • Assess your own unique user ID – it can be used across all touch points
- 19. ANALYTICS: ACTION FROM DATA BIG DATA, BIG DEAL?
- 20. SOCIAL LISTENING
- 22. CROWDSOURCING • Ratings & Reviews – Product/services • Testimonials – Experiences • Curation – Mining and selection • Co-Creation – Gauge customer reaction to ideas and/or amplify good ideas submitted – Can be part of user interviews