An organization's ability to rapidly learn and apply that learning is a competitive advantage. AI can help B2B companies better understand customer journeys by removing blind spots in customer data. Topic modeling of social media data can reveal inaccurate assumptions about target audiences and engagement patterns, and identify overlooked opportunities to improve marketing campaigns, content, and product development. Granular audience insights from AI can optimize spending, engage the right customers, and develop trusted relationships at every stage of the customer journey.
17 Stats on the Power of Proactive ProspectingOpenView
As if sales development reps didn’t have their jobs cut out for them already. Response rates are dropping, sales are becoming more complex, and as a result it’s getting more and more difficult to break through to the right person.
But does that mean prospecting is dead? Of course not. In fact, as the sales prospecting stats below show, smart SDRs are drawing on new skills and technology to help them develop a much-needed edge.
So don’t just sit there — jump on your leads, get to them first, leverage your network for referrals and connections, and above all, stay persistent and proactive!
Presentation with my POV on the critical elements necessary for successful B2B marketing.
1. Know your customer journey
2. Always be helping
3. Create marketing so good people would pay for it
4. Promote the power trio
5. Simmer your leads
6. Get in bed with Sales
7. Cultivate continuous improvement culture
8. Build products that sell themselves
How to Measure Digital Marketing - Google Analytics Metric & The Consumer Pathway Model.
Storm IMC presentation at the May 2016 Digital Marketing MasterClass Auckland.
17 Stats on the Power of Proactive ProspectingOpenView
As if sales development reps didn’t have their jobs cut out for them already. Response rates are dropping, sales are becoming more complex, and as a result it’s getting more and more difficult to break through to the right person.
But does that mean prospecting is dead? Of course not. In fact, as the sales prospecting stats below show, smart SDRs are drawing on new skills and technology to help them develop a much-needed edge.
So don’t just sit there — jump on your leads, get to them first, leverage your network for referrals and connections, and above all, stay persistent and proactive!
Presentation with my POV on the critical elements necessary for successful B2B marketing.
1. Know your customer journey
2. Always be helping
3. Create marketing so good people would pay for it
4. Promote the power trio
5. Simmer your leads
6. Get in bed with Sales
7. Cultivate continuous improvement culture
8. Build products that sell themselves
How to Measure Digital Marketing - Google Analytics Metric & The Consumer Pathway Model.
Storm IMC presentation at the May 2016 Digital Marketing MasterClass Auckland.
Voice of the Prospect: The Future of SalesPeopleMetrics
Welcome to the future of sales. Trigger simple surveys to your prospects in order to get the best information possible. Save deals with simple course corrects.
How to Brew the Perfect B2B Blend of ABM & InboundDemandWave
Ready to brew a bold approach to demand generation? Check out our webinar on-demand and taste the benefits of both account-based and inbound marketing.
Using Targeted Account Selling to Crush Your Sales KPIsBrandon Redlinger
Account-Based Selling (ABS) is a new and quickly evolving space. There’s no set playbook circulating around the Internet. This method for selling is made possible by advancing technology, increasing availability of data in the public domain and the need to find a new, effective way to sell.
In this presentation you'll discover:
-What Account Based Selling is
-Why you should care
-How to find target accounts
-How to conduct research
-How to establish and execute your outbound plan
-The most costly mistakes
-An example of ABS in action
-----------
This presentation was brought to you by PersistIQ
Our software empowers sales reps to easily create personalized outbound campaigns at scale.
Move faster and sell smarter than ever before.
Try PersistIQ for free at www.PersistIQ.com
Inbound marketing methodology has proven to be the most effective digital marketing methodology this decade, as a process of acquiring new leads for your company, increasing brand awareness and growing sales, inbound marketing is unparalleled.
Brightseed works closely with its clients to attract more targeted visitors, convert more leads, close more sales and exceed marketing ROI goals.
Overcome Holiday Marketing Challenges: How to Make the Best Use of Your Next ...Tinuiti
In this webinar, our Growth Media experts partnered with influencer marketing tool AspireIQ to discuss how you can get the best use out of your marketing spend during the holiday season, and see great results during a critical time of year.
This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York).
Session description: This session will focus some of the most cutting-edge ways to increase your website or landing page’s conversion rate so you can advertise more effectively online.
CASE STUDY: How Pega used the changing B2B buyer journey and persona's to tra...B2B Marketing
B2B SUMMIT 2014 - CASE STUDY: How Pega used the changing B2B buyer journey and persona's to transform the way we engage with our customers and prospects.
7 Key Paid Search Plays for B2B MarketersDemandWave
71% of B2B marketers use paid search, but only 44% say it results in revenue. Check out our presentation to learn the paid search playbook we use to help clients drive more qualified leads and revenue.
B2B LEAD GENERATION BY ENHANCING BRAND EXPERIENCE Interics Digital
Interics In-Digital is a full services digital marketing company with special experience working for B2B clients. Uses a customised combination of strategies and tailors AI-enabled digital marketing solutions for powerful digital brand experience and high-quality lead generation.
The 10 most disruptive pr and marketing agencies 2021(1) compressedMerry D'souza
There are many public relations agencies that work to attract customers’ attention towards companies by using different PR strategies. By generating informative and high-quality content, they work hard to enhance their clients’ businesses. These agencies also improve the promotional strategies of their clients in order to raise brand awareness and market their products or services effectively.
Live Webinar: Understanding, Reading, and Optimizing in Sponsored ContentLinkedIn
Learn how to leverage the Campaign Manager reporting tool to:
- Accurately interpret campaign performance data
- Make informed decisions about strategy and next steps
- Optimize your campaigns for future success
MarketingSherpa hosted the official Media Center at the Internet Retailer Conference and Exhibition (IRCE) and interviewed industry experts and in-the-trenches marketers about what's working in ecommerce. Watch all of the interviews at: http://www.MarketingSherpa.com/IRCE
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...Susan Smith
How do you increase awareness and educate contractors on your latest products and services in today’s fragmented media landscape? Connecting with an on-the-go (mobile), busy contractor and grabbing their attention is not easy. The ability to narrow down and target contractors, and engage, educate, and convince them with content in the buying – decision-making process (buyer’s journey or purchase journey) is crucial to ensuring you have a solid return on investment. The success of content marketing is based on convincing and converting customers. By testing these channels and creative, optimizing, and collecting data, you can grow your brand’s owned channels to build an ongoing, valuable relationship with your audience. To build your business you need to run your brand’s marketing more like a modern publisher or media company providing ongoing value to your customers.
Voice of the Prospect: The Future of SalesPeopleMetrics
Welcome to the future of sales. Trigger simple surveys to your prospects in order to get the best information possible. Save deals with simple course corrects.
How to Brew the Perfect B2B Blend of ABM & InboundDemandWave
Ready to brew a bold approach to demand generation? Check out our webinar on-demand and taste the benefits of both account-based and inbound marketing.
Using Targeted Account Selling to Crush Your Sales KPIsBrandon Redlinger
Account-Based Selling (ABS) is a new and quickly evolving space. There’s no set playbook circulating around the Internet. This method for selling is made possible by advancing technology, increasing availability of data in the public domain and the need to find a new, effective way to sell.
In this presentation you'll discover:
-What Account Based Selling is
-Why you should care
-How to find target accounts
-How to conduct research
-How to establish and execute your outbound plan
-The most costly mistakes
-An example of ABS in action
-----------
This presentation was brought to you by PersistIQ
Our software empowers sales reps to easily create personalized outbound campaigns at scale.
Move faster and sell smarter than ever before.
Try PersistIQ for free at www.PersistIQ.com
Inbound marketing methodology has proven to be the most effective digital marketing methodology this decade, as a process of acquiring new leads for your company, increasing brand awareness and growing sales, inbound marketing is unparalleled.
Brightseed works closely with its clients to attract more targeted visitors, convert more leads, close more sales and exceed marketing ROI goals.
Overcome Holiday Marketing Challenges: How to Make the Best Use of Your Next ...Tinuiti
In this webinar, our Growth Media experts partnered with influencer marketing tool AspireIQ to discuss how you can get the best use out of your marketing spend during the holiday season, and see great results during a critical time of year.
This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York).
Session description: This session will focus some of the most cutting-edge ways to increase your website or landing page’s conversion rate so you can advertise more effectively online.
CASE STUDY: How Pega used the changing B2B buyer journey and persona's to tra...B2B Marketing
B2B SUMMIT 2014 - CASE STUDY: How Pega used the changing B2B buyer journey and persona's to transform the way we engage with our customers and prospects.
7 Key Paid Search Plays for B2B MarketersDemandWave
71% of B2B marketers use paid search, but only 44% say it results in revenue. Check out our presentation to learn the paid search playbook we use to help clients drive more qualified leads and revenue.
B2B LEAD GENERATION BY ENHANCING BRAND EXPERIENCE Interics Digital
Interics In-Digital is a full services digital marketing company with special experience working for B2B clients. Uses a customised combination of strategies and tailors AI-enabled digital marketing solutions for powerful digital brand experience and high-quality lead generation.
The 10 most disruptive pr and marketing agencies 2021(1) compressedMerry D'souza
There are many public relations agencies that work to attract customers’ attention towards companies by using different PR strategies. By generating informative and high-quality content, they work hard to enhance their clients’ businesses. These agencies also improve the promotional strategies of their clients in order to raise brand awareness and market their products or services effectively.
Live Webinar: Understanding, Reading, and Optimizing in Sponsored ContentLinkedIn
Learn how to leverage the Campaign Manager reporting tool to:
- Accurately interpret campaign performance data
- Make informed decisions about strategy and next steps
- Optimize your campaigns for future success
MarketingSherpa hosted the official Media Center at the Internet Retailer Conference and Exhibition (IRCE) and interviewed industry experts and in-the-trenches marketers about what's working in ecommerce. Watch all of the interviews at: http://www.MarketingSherpa.com/IRCE
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...Susan Smith
How do you increase awareness and educate contractors on your latest products and services in today’s fragmented media landscape? Connecting with an on-the-go (mobile), busy contractor and grabbing their attention is not easy. The ability to narrow down and target contractors, and engage, educate, and convince them with content in the buying – decision-making process (buyer’s journey or purchase journey) is crucial to ensuring you have a solid return on investment. The success of content marketing is based on convincing and converting customers. By testing these channels and creative, optimizing, and collecting data, you can grow your brand’s owned channels to build an ongoing, valuable relationship with your audience. To build your business you need to run your brand’s marketing more like a modern publisher or media company providing ongoing value to your customers.
With consumers spending over 8 hours a day online, a strong online presence is crucial for any business that wants to survive today. But the definition of “strong” may not be what you think!
In these webinar slides, we’ll unpack what a strong online presence really means and show you how to get there. You’ll walk away knowing how to:
- Increase your visibility in search engines, directories, and social media sites.
- Achieve a credible online appearance and reputation.
- Build, engage, and convert your audience into happy customers.
In this new selling environment, you’ve got a few seconds to connect with the buyer and demonstrate that you can address their needs. If you fail, you’re out. Join industry experts Michael Brito, Craig Rosenberg, and Jack Kosakowski as they share best practices for how to better understand your buyer and sell more efficiently.
How Personalised Selling Unlocks Competitive AdvantageBlack Marketing
In this new selling environment, you’ve got a few seconds to connect with the buyer and demonstrate that you can address their needs. If you fail, you’re out. Join industry experts Michael Brito, Craig Rosenberg, and Jack Kosakowski as they share best practices for how to better understand your buyer and sell more efficiently.
Why Oh Why, Brand ROI? Building Your Social Media Measurement FoundationFalcon.io
The very existence of a social media team is predicated on the assumption that a positive ROI is being (or will be) generated. SMMs must adopt a Return-On- Investment mindset. By calculating ROI, you can prove—with clear, numeric data—how social channels are contributing to the business overall. And, in doing so, you’ll gain strategic insights, win executive buy-in, and demonstrate your team’s importance within the organization. But what is social media ROI? Why do you need to prove ROI? What should you be benchmarking? Does it all start with an audit? This session will go back to basics to ensure we’re all on the same page. You’ll learn:
What is social media ROI
Why do you need to prove social media ROI
Auditing and benchmarking
Watch On-Demand: https://www.falcon.io/cmp/roi-resources/
Marketers today are faced with an ever-growing volume of business metrics. However, more data does not always mean better insights to grow the business. Social media analytics answer the WHY behind raw metrics and unlock real-time and accurate understanding of consumers and interactions with brands and products. With this knowledge, brands can create winning campaigns and elevate customer experiences.
Watch the webinar to hear experts from dp, Halverson Group and NetBase as they discuss how social analytics complete the full picture of how consumers make buying decisions and drive effective branding and customer experience strategies at key consumer touch points.
KEY TAKEAWAYS:
Humanize target consumer with conversation intelligence
Unlock the “WHY” behind consumer purchase behavior
Hear how B2C brands use social to drive business value
Gain best practices with social media intelligence
BrightOn Travel - "Personalisation: Using social to sell more" by Bruce MartinCWT Digital
Bruce Martin, CEO of social media agency Ginger Juice, emphasised how important social is to every part of the customer journey experience from review and advocacy, to SEO and brand recognition. Bruce encourages interaction between the company and the brand on social channels – because interaction beats one-way broadcast signals and allows you to build a better relationship with customers and key influencers. Active social media presence on relevant platforms helps to increase your brand reach whilst significantly reducing marketing costs such as PPC and Google AdWords.
Social signals also give you a real-time insight into a customer’s context and needs. And what better way is there to gather demographic data! Harnessing the power of social data can result in better targeting and personalisation, clear source of social ROI, better use of marketing budget and greater loyalty and advocacy.
Bruce’s best practice tips were warmly received by the audience:
• Think Context Marketing, not Content Marketing
• Interaction beats one-way broadcast messaging
• Listen and react to your customers in a public setting
• Think Human to Human or ‘H2H’ – not B2C and B2B
• Be funny, helpful and an expert in your field
• Be brief, with simple call-to-actions
• Create ‘scroll-stoppers’ with pictures/graphics
Influencer best practice masterclass - social soupSocial Soup
Key topics we will cover in the masterclass are:
- Platforms of social influence
- Understanding the Influencer Ecosystem
- Building strategic influence programs
- Maximising and amplifying content
- Building your brand’s influence canvas
- Following industry best practice for responsible campaign execution
Using Facebook Advertising To Get Butts In Seats | Restaurant MarketingAngelsmith, Inc.
Best practices and opportunity for advertising bid strategies on Facebook for optimizing restaurant marketing budgets. Presented by Carin Oliver at the Western Foodservice Expo in Los Angeles.
Mono Solutions Webinar - The Engagement Challenge: Simple Steps for Improving...Localogy
The Local Search Association and Mono Solutions recently published a white paper called “The Engagement Challenge” that documents how SMBs are failing to fully engage with the cloud tools they are purchasing. Product complexity and lack of training (and in some cases, both) are leading to customer churn and product abandonment. This webinar explores the data while examining the cause and how you can better engage with your users to ensure mutual success in the long run.
Watch the webinar: https://youtu.be/Lxhk6yQ2S10
Download the report: https://www.thelsa.org/lsa/the-engagement-challenge.aspx
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
9. Your customer is informed.
Your customer lives in an experience economy.
Stuff happens everyday.
Business needs to adapt.
10. KNOWN UNKNOWN
Social response
• Liked on FB
• Tweets about
experience
• Posts on SC or IG
See digital ad
• Impressions and clicks
• Publisher site
• Campaign
Search
• Search words
• Referring URL
• Site Activity
Social Activity
• Who they’re following
• # of followers
• Likes
• Micro moments
Personal information
• Name, Address (Geo)
• Email Address
• Social handles
Social Insights
> Brands followers
> Geo Location
> Trends
> Demographics
See TV Ad
• Impressions
• Show
• Campaign
Decision-Making
The Impact
Opportunity Spotting
Removing Blind Spots
11. Nurturing
Closing
Value Creation
Absolute Dynamic
Process – Driven
Metrics
Closing
Turning Data into Wisdom
Behavior – Driven
Metrics
WOO Event
Sales Gates
Relationship
Equity
Scoring +
Consider email open rate into
email success rate
12. Meet FBID
410483897077279
410483897… just liked your post on
Facebook and the only information you
know about 410483897… is that he just
liked your post on Facebook.
Do you know what to do next?
Don’t just Count Things.
13. His name is John
He liked this post
and he is new to
the community
John is a foodie,
Especially with
Thai and Indian
food.
He is a
designer and
connects with
UX people.
Would you feel confident to make your
next move?
Could you :
1. Align John to his journey position?
2. Identify value creation moments to
meet his goals?
3. Optimize in real-time across your
organization?
Removing Blind Spots empowers
authenticity & moments related to
bsuiness outcomes.
John was a
customer over
3 years ago.
No assigned
rep.
We first
engaged with
John 2 years
ago
He just
responded to
Stephen King
promotion
from Amazon
15. A.I is only as good as your
business health
KPI Evaluation:
Sales Engagement
Response time
Application Completeness
Persona/Target
Competitive Takeout
Why Blind Spots Matter
Leads Opportunities Closed
metrics indicate fail is here
Use Case | Journey Process + Sales Success
16. purpose
Building a relationship goes
beyond formally known
‘touchpoints’
To keep the attention of your customer
understand your customer’s true
identity
PLUS
Solve attribution problems from
complex data solutions
In a timely manner
Your Journey to the power of n
Discovery
WOO
Brand CUSTOMER
EXPERIENCE
Augmented Intelligence
Customer-Driven
Journey Model
AudiencePersona
17. purpose
Identifying the Behavior &
Playbook Activation
BUYINGLIFECYCLEBYCUSTOMERSTAGE
Reducing the average time to purchase with augmented
intelligence targeted media and build awareness and loyalty in the
customer lifecycle
Customer Stage – Buying Behaviors
• New Customer – Looking for education on their purchase and validation from the brand to make the right decision
• Swing Buyer – Trial moments, reacting to peers, they make room for desire through unique content and seeking an emotional high purchase
• Loyal Buyer – Amplifying Intent and strive to be first in trial and share their experiences with others
Use Case | Buying Behavior + Market Insights
18. purpose
Do you know your customer?
Use Case | Optimizing Sales & Marketing Effort
19. purpose
Find the data you need
Use Case | Marketing Campaign Effectiveness
Demographics
Age
Cultural Ethnicity
Gender
Location
Language
Job
Role Expertise
Current Status
Engagement
Inactive/Active
Customer Since
Log periods
Recent activity
NPS
Segment
Persona
Recent Actions
Life Events
Personal
Work
Company Performance
New/Shuffle
Network trends
Topics of Interest
Personal Amplification
Digital Breadcrumbs
socialDNATM
Trending Topics
Brand Affinity
Content Relevance
New Networks
Social footprint
Recent Locations
Presence & Persona
Engagement Score
Personalization at Scale
Requires Hyper Segmentation &
Awareness
20. Tapping into the Tech
Demographics
Gender, Region, FanRankTM
Sentiment & Content Relevance
Reactions & impact on your brand - Negative, Neutral & Positive
Topic Analysis
Automatic classification of related topics
including company news, StockRankTM
Links & Embedded Social Data
Analyze URLs shared or commented on specific criteria
Engagement Valuation
Engagement levels are reviewed to determine opportunities
Text Analysis
Privacy-safe aggregate analysis of text
Persona Classification
Qualitative attributes like presence, Intent, behavior & affinity
Digital Asset Reference
Quantify digital assets to prioritize pattern discovery
Beyond regression….
21. Brand Equity & Valuation
Breaking Down Journey with AI
BRAND • PRODUCT MEDIA • ACQUISITION MARKETING • Social SALES VELOCITY
Content & Media Analysis Segmentation & Personalization Prospecting & Opportunity
Management
Authentic Word of Mouth
Brand Reputation
Brand Governance
Overall Community Development
Audience Segment Verification
Content Discovery & Strategy
Persona Creation
Media Engagement
Targeting
Industry Benchmarking
Brand Affinity
Segments &campaign
optimization
Influencer Discovery
Data Enrichment
Sales Signals
Risk Management/Competitive
Intelligence
22. Identifying AI Investment Effectiveness
• Velocity of Metric Accessibility
• Uncovering meta-level characteristics to segments
• Increased Decision Making
• Improved Accuracy & Optimization
• Removing Bias (Journey-Exit)
• Dramatically changing KPI of value
23. What is the ultimate
experience I am
delivering?
What passion points &
exposure created
engagement of the
experience?
How is motivation harnessed
in my organizations sales and
marketing process?
Operations
Brand Creation
Data Modeling
Why are we developing
these programs? How
does my talent
represent this?
How to I Adapt without
shifting? Do I create
value at every stage of
the experience?
Questions Your Business Should Answer
25. An ad agency wanted to improve social engagement
and presence for a snack brand around sporting
events. With topic data they found that many of the
assumptions around audiences and engagement
were incorrect:
๏ Assumed 18 to 24 year old men. It actually turned out
35 - 66 year old women were engaging.
๏ Expected pre-game excitement to peak just before
game time. It really peaked almost 6 hours earlier.
๏ Thought most games were watched with friends.
Turns out most are watched with families.
Longitudinal study would allow these assumptions
to be tested for a variety of sporting and non-
sporting events and also surface previously
unsuspected brand connections.
Recommended Actions
๏ Use accurate knowledge of audience engagement to create more relevant messaging and campaigns.
๏ Target messages to audiences with better timing, to match true engagement patterns prior to game.
18-24
MALE
35-66
FEMALE
ASSUMPTIONS Vs. DATA
FRIENDS FAMILY
Challenging your assumptions
26. An ad tech company wanted to improve performance
for a campaign on Facebook for a national music
festival. Topic data identified audiences that were more
and less likely to engage with content and help target
promotion:
๏ Identified that Women 25-34 from Kentucky, Indiana,
Michigan & other states over-indexed in music genre
engagement.
๏ Identified that Men 18-24 from California under-
indexed in the music genre engagement.
๏ Identified a range of related interests, websites,
retailers and broadcasters that could be used for
targeting.
This campaign had been nine months in the planning
before topic data was brought in. If topic data had been
available all the way through that process, then content
could have been tailored better throughout.
Recommended Actions
๏ Diverted spend from under-indexing to over-indexing demographic groups improving engagement rates and driving a 17% increase
in video completion rates.
๏ Identified artists and potential co-marketing partners to inform future campaigns and tailor content.
CALIFORNIA
18-24
KENTUCKY
35-44
AVERAGE ENGAGEMENT
Driving engagement on content
27. A TV show producer needed to make more informed
decisions around advertising and social content, as
well as casting decisions for future seasons.
Based on topic data producers were able to better target
content and inform casting decisions:
๏ Identified the characters gaining the most
engagement on Facebook and then identified
variations by gender, age and state.
๏ Identified the scenes & storylines that drove most
engagement over the season.
๏ Identified potential actors for an upcoming season
that resonated with their core target demographic.
Using topic data throughout the life-cycle of a season
would not only inform the current season, but also
subsequent seasons and other shows.
Recommended Actions
๏ Tailor sponsored updates to feature an image of the most engaging character for each demographic group.
๏ Casting was also able to evaluate new actors that already resonate most with the TV show’s core demographics.
SCENE A SCENE B SCENE C SCENE D
Developing your product
29. Developing trusted insights.
Always make best effort at every stage of journey
to answer the elements that remove blindspots.
WHO
WHAT
WHERE
WHEN
HOW
WHY
Verifying Audience Targets.
Based on our content, what key personas are
there. What detailed socialDNA attributes
can be then re-targeted in media.
Optimize Distribution based on key
channels that impact brand.
nfluencers real affinity and the
identity of those engaged.
The impact of amplified content