This document discusses how companies can leverage big data and social media analytics to drive business strategy and increase sales effectiveness. It defines big data for marketers and examines social media's role in integrated marketing. The key takeaways are how to use social analytics to optimize activities, focus on meaningful metrics like sentiment tracking, and examples of how companies have increased conversions. Strategies presented include developing segmentation using data mining to create nurturing programs that drive conversions. Case studies show applications in fashion, manufacturing and healthcare. The document encourages turning digital output into targeted messaging to improve ROI and eliminate silos between tactics.

1. Leveraging Big Data
How to drive strategy, insights and tactics from digital signals
December 2012
AMA Event #tag:
#AMAVES

2. Panelists
Jeff L. Herrmann Paige Musto
Chief Revenue Officer Sr. Mgr., PR & Social Media
Fathom Act-On Software
Jherrmann@fathomdelivers.com paige@act-on.com
Twitter: JeffLHerrmann Twitter: PR_Maven

3. Key Takeaways for Today
 The definition and meaning of „Big Data‟ to marketers
 How to use social media analytics to optimize integrated marketing
activities and increase sales effectiveness
 Honing in on the social media analytics that matter and why
sentiment tracking is important for your business
 Use-case examples of how companies have harnessed „Big Data‟
to drive conversions and revenue

4. The Situation
 Regardless of size or vertical market, today‟s businesses have moved online
yielding massive amounts of data and competitive intelligence containing a
multitude of digital signals
 “Closed loop” marketing is finally here
 Leveraging social media analytics is critical to your business strategy
BIG DATA
Email Social Media
Organic (SEO)
Marketing Online
Campaign
Behavioral Results CRM Demographic
(Website) (PPC) Appends
Source: Marketing is the next big money sector in technology

5. What is Big Data to a marketer?

6. Social Media‟s Role
in
Integrated Marketing

7. Social’s Role in Integrated Marketing

8. Social’s Benefit to Integrated Marketing

9. Social’s Impact on Integrated Marketing
• Influence • Refine ad and • Use the most • Great video • Use social
rankings page copy “shared” content content is highly analytics to refine
• Naturally build • Leverage metrics to build e- sharable across editorial calendar
inbound links & demos to build newsletter social channels • Look at
• Broaden better display • Merge Facebook • Videos break up competitor share
distribution for • Use to drive app user data monotony of text of voice
great content engagement and with e-mail and static images • Use social sharing
• Increase visibility views database to • YouTube analytics buttons to enable
create new can be merged viewers to share
segments and with other social and promote
predictive models metrics for
• Determine better additional
lead scores with insights and
social follower trends
information

10. Via SEOmoz

11. Ways to Better Integrate
 Use-ability
 Make audience participation easy
 Like-ability
 Create timely and compelling content
 Share-ability
 Provide tools to spread your message
 Find-ability
 High visibility gets traffic
 Success-ability
 Measure, analyze, adjust

12. Actionable Social Analytics
 Focus on Key Performance Indicators
 Engagement metrics tied to lead generation
 Sales and Brand awareness metrics
 Make audience participation easy
Lead Generation Social Sales Share of Voice
Effectiveness Effectiveness
New Conversations
New Leads Social Generated Sales Mentioning Brand
Total # of Leads Total # of Sales Total # of Sales
Lead Gen Sales Awareness

13. Case Study
Develop Nurturing Program Informed by Data
Mining to Drive Conversions

14. Case Studies: Using Social Analytics
Fashion
Manufacturing
Health Care

15. Turn your Big Data into Revenue!
 Turn your digital marketing output (Big Data) into an asset
 Develop segmentation and targeting programs
 Yield higher conversions and ROI
 Optimize best path buying cycles
 Automate targeted and relevant messaging – right message, right time
 Leverage always-learning model to score and recalibrate strategy
 Eliminate silos between digital marketing (inbound) tactics
 Make your CFO fall in love with marketing

16. Ready to Learn More?
 Sign up for a demo  Inbound and Analytics:
Act-on.com FathomDelivers.com
Blog.act-on.com FathomDelivers.com/Blog
 Need it sooner  Need it sooner
Call: (877)530-1555 Call: (866) 915-0418
Email: sales@act-on.com @FathomOnline
www.act-on.com | @ActOnSoftware | #ActOnSW