Fractal analytics measuring, evaluating and predicting the social consumer
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This document is a presentation by Rebecca Schlachter of Fractal Analytics on April 25, 2012 in San Francisco, California about social media and web analytics innovation. It discusses how Fractal Analytics helps Fortune 500 companies build analytic solutions to understand consumer behavior, improve marketing and business performance, and make data-driven decisions. The document and its contents are proprietary and confidential to Fractal Analytics.
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Fractal analytics measuring, evaluating and predicting the social consumer
- 1. ® Social Media Analytics Evaluate, Engage & Optimize Social Media & Web Analytics Innovation IEG, San Francisco, California April 25, 2012 Rebecca Schlachter Proprietary Information of Fractal Analytics Inc. This document contains proprietary and confidential information of Fractal Analytics and subsidiaries (Fractal) and shall not be reproduced or transferred to other documents, disclosed to others or used for any purpose other than that for which it is furnished, without the prior written consent of Fractal. It shall be returned to Fractal upon request.
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- 21. ® We believe analytics is critical to deeply connect with consumers, earn customer loyalty, make better decisions to reduce waste, and ultimately improve lives. Fortune 500 companies partner with Fractal to build breakthrough analytic solutions, set up analytical centers of excellence, and create a culture of data driven decisioning. We solve problems, operationalize solutions to drive results, and ultimately drive change in organizations towards factbased decisioning. We help businesses: (a) Understand, predict and influence consumer behavior; (b) Improve marketing, pricing, supply chain, risk and claims management; (c) Harmonize data, visualize information, build dashboards and forecast business performance. For further details contact: www.fractalanalytics.com United States | United Kingdom | Singapore | India | Dubai
Editor's Notes
- On average, the enterprise brand has over 120 social media properties.
- Guide brand sentiment. Build brand community. Create brand evangelists.Keep customers happyAttract new customers. Attract new employees.Minimize resolution time and effort for problems, leveraging the power of the community.
- Because every one else it doing itThe underlying goal is money. Customers acquired, customers retained. Money made, money saved.How do you know your efforts are working?Social Media Monitoring is important…But it’s not the same as Social Media Analytics.Most out of the box solutions apply a monitoring function to social properties. AuditsInventoriesActivityReachTo really drill down on an analytical level, that is to show the effects of your efforts, to predict actions and to gauge its effect on sales, a comprehensive digital approach is necessary.Web visitsE-CommerceOffline salesSocial Media AggregateSocial Media Transactional
- Simply having a social media presence for the sake of having it is not enough. 76% of companies primary measure is on social presence. the number of followers and fans. Companies need to analyze the effectiveness of their presence to find out what aspects of their social media campaigns are succeeding and which ones aren’t.Simply reading and hearing what people are saying in aggregate is not the samePre 2010 was about social spaces. Which led to questions about measurement. 2011 infinite measurement solutions
- Simply having a social media presence for the sake of having it is not enough. 76% of companies primary measure is on social presence. the number of followers and fans. Companies need to analyze the effectiveness of their presence to find out what aspects of their social media campaigns are succeeding and which ones aren’t.Simply reading and hearing what people are saying in aggregate is not the samePre 2010 was about social spaces. Which led to questions about measurement. 2011 infinite measurement solutions
- Measure Social Media Effort are you reaching your audience across the proper channels? Are they responding appropriately?Evaluate the audience across the channelsare they listening? Rule of online engagementAssessing community engagement how do you create traction? What are they responding to? Evaluating brand health how effectively are you managing your brand? Are your efforts driving web traffic? Call center resolution? E-commerce sales?
- Determine the efficacy of your online engagement. Distinguish the power and problems of each propertyUnderstand your users and their catalysts for action. Put the 90:9:1 rule to your advantageIdentify best practices for engagement. Gauge how effective WOM truly is on your brandHow does it translate into actual, tangible ROI? How do you know it’s not spurious? If a correlation is statistically significant, then it can be modeled and reproduced.
- Parts of a puzzle. Elephant visualSix blind men touch an elephantTalk about the various solutions in analytics. No one solution is 100%.The best tools are good but unwieldy.The better tools give you aggregate data but not transactional.
- One of the questions we were repeatedly being asked was which analytics solution is the best: Paid like Radian 6, Sysomos, or Simply Measured free like Hoot Suite or Facebook Insights… the thing is, they all offer value and are stronger in some aspects than others. But no one is 100%. We saw where the holes were. Instead of recreating another solution, we created a dashboard solution that is data agnostic, accepting any data stream and allowing the user to compare the analysis directly against each other. And we went one step further to show where correlations are statistically significant and where they are not.Instead of offering univariate or even bivariate views, we’re offering multivariate analysisEmpowers you to determine causality based on correlation that you can take action on. Inform future efforts
- One of the questions we were repeatedly being asked was which analytics solution is the best: Paid like Radian 6, Sysomos, or Simply Measured free like Hoot Suite or Facebook Insights… the thing is, they all offer value and are stronger in some aspects than others. But no one is 100%. We saw where the holes were. Instead of recreating another solution, we created a dashboard solution that is data agnostic, accepting any data stream and allowing the user to compare the analysis directly against each other. And we went one step further to show where correlations are statistically significant and where they are not.Instead of offering univariate or even bivariate views, we’re offering multivariate analysisEmpowers you to determine causality based on correlation that you can take action on. Inform future efforts
- One of the questions we were repeatedly being asked was which analytics solution is the best: Paid like Radian 6, Sysomos, or Simply Measured free like Hoot Suite or Facebook Insights… the thing is, they all offer value and are stronger in some aspects than others. But no one is 100%. We saw where the holes were. Instead of recreating another solution, we created a dashboard solution that is data agnostic, accepting any data stream and allowing the user to compare the analysis directly against each other. And we went one step further to show where correlations are statistically significant and where they are not.Instead of offering univariate or even bivariate views, we’re offering multivariate analysisEmpowers you to determine causality based on correlation that you can take action on. Inform future efforts
- One of the questions we were repeatedly being asked was which analytics solution is the best: Paid like Radian 6, Sysomos, or Simply Measured free like Hoot Suite or Facebook Insights… the thing is, they all offer value and are stronger in some aspects than others. But no one is 100%. We saw where the holes were. Instead of recreating another solution, we created a dashboard solution that is data agnostic, accepting any data stream and allowing the user to compare the analysis directly against each other. And we went one step further to show where correlations are statistically significant and where they are not.Instead of offering univariate or even bivariate views, we’re offering multivariate analysisEmpowers you to determine causality based on correlation that you can take action on. Inform future efforts
- One of the questions we were repeatedly being asked was which analytics solution is the best: Paid like Radian 6, Sysomos, or Simply Measured free like Hoot Suite or Facebook Insights… the thing is, they all offer value and are stronger in some aspects than others. But no one is 100%. We saw where the holes were. Instead of recreating another solution, we created a dashboard solution that is data agnostic, accepting any data stream and allowing the user to compare the analysis directly against each other. And we went one step further to show where correlations are statistically significant and where they are not.Instead of offering univariate or even bivariate views, we’re offering multivariate analysisEmpowers you to determine causality based on correlation that you can take action on. Inform future efforts