Intel is a data-driven company. Big data is not just a catch phrase; it’s a way of working across the entire marketing organization – particularly in media and social. As social networks, content distribution channels, and advertising have rapidly evolved in the past 5 years, Intel has continued to define and re-define how they use this data to inform strategies and decisions across the organization. Learn some of these strategies and how they are turning data into decisions from Intel’s Global Social Media Manager, Jennifer Lashua (@runningjen). (Presentation was delivered at Engage 2013 NYC)

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5. #dataoverload
There’s [almost] no shortage of data.
Not everyone in the organization wants or needs to understand every datapoint.
The insights are what’s important.
Don’t let the data define the insights. Form your questions, then
find the data that can provide answers.
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6. Define what doesn’t exist
The WWW is >20 years old. Analytics are mature and well-accepted.
“Social Analytics” is multi-faceted, multi-platform, under development.
Different people and organizations have different needs.
Who will use data insights? How?
Define analytics tailored to specific needs.
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7. Case Studies
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9. Question
Data
• What time of day does Intel get maximum engagement on
Facebook posts?
• Facebook insights data comparing posts at different times
of day across 2 quarters
• Measure likes, comments, shares
• Best time identified, to the minute.
Insight
• Facebook community manager adjusts posting schedule
Action

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11. • How can we efficiently drive traffic to a partner’s
purchase page?
Question
Data
• # of clicks, # of impressions, Cost Per
Impression, Cost Per Click-through
Insight
• Entertaining lists are effective in meeting the
goals
Action
• Share this list via Intel social networks; replicate
list formats.

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13. • What factors contribute to a successful tweet?
Question
Data
• Tweet-level data: RTs, fav’s, @replies
• Parse data by content type, topic, type of hashtags, tweet
length, # of hashtags, day and time of tweet
Insight
• Which types of content, day of week, time of day, tweet
length, number of hashtags perform best.
• There is a repeatable format for success on @Intel.
Action
• Create more tweets reflecting our best practices.
• Use but don’t over-use top hashtags.

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15. • Which unique hashtags create maximum social
engagement on Twitter?
Question
Data
• Tweet-level data: RTs, fav’s, @replies with specified
hashtags
Insight
• Top hashtags are immediately identifiable. Including
certain words and hashtags limits performance.
Action
• Increase use of successful hashtags, limit use of lesssuccessful hashtags or phrases.

16. @runningjen