My presentation at #BWELA 2011. Main points are:
1. Learn about the different social data types
2. Learn how to identify social customer segments
3. Learn how to integrate social consumer data with internal customer data
An overview of the social search space -- tracing its evolution from contextualized query (augmenting machine search with social data) to socialized query (connecting the asker directly to users or to collective knowledge accumulated from social interactions). The presentation gives examples of various sites and goes into some detail on a vertical socialized query example for Television and Rich Media
Using social media for market research and new product development: the case ...Merlien Institute
Using social media for market research and new product development: the case of Hallmark
Thomas Brailsford - Consumer Understanding & Insight Manager - Hallmark Cards
Evaluating the use of social media data as a research tool. Sharing what we learned and observed from a specific project: what worked and what didn’t. Highlighting paradigms of traditional research that are seriously challenged by the use of social media data.
Tapping into the social Web:
The social web has redefined the entire
media ecosystem and has fundamentally
changed consumer behaviour. Today,
large numbers of consumers are
members of social sites, and they are
spending increasing amounts of time
there.
An overview of the social search space -- tracing its evolution from contextualized query (augmenting machine search with social data) to socialized query (connecting the asker directly to users or to collective knowledge accumulated from social interactions). The presentation gives examples of various sites and goes into some detail on a vertical socialized query example for Television and Rich Media
Using social media for market research and new product development: the case ...Merlien Institute
Using social media for market research and new product development: the case of Hallmark
Thomas Brailsford - Consumer Understanding & Insight Manager - Hallmark Cards
Evaluating the use of social media data as a research tool. Sharing what we learned and observed from a specific project: what worked and what didn’t. Highlighting paradigms of traditional research that are seriously challenged by the use of social media data.
Tapping into the social Web:
The social web has redefined the entire
media ecosystem and has fundamentally
changed consumer behaviour. Today,
large numbers of consumers are
members of social sites, and they are
spending increasing amounts of time
there.
Playground: PeopleBrowsr's Social Analytics Platform for MarketersPeopleBrowsr
The only fully integrated workspace for searching, engaging, analyzing and reporting on social media. Combines Analytics, Search, Grid and Engagement with 1,000 days of data.
Real-time intelligence, collaborative research, adaptive brand planning
Measuring and monitoring online conversations about brands to assess brand influence and brand visibility
Applying qualitative analysis to determine research parameters and add meaning to quantitative findings
Identifying the conversation hubs and the influencers across a wide range of channels
Using crowd-sourcing and co-creation methodologies to achieve research, innovation and planning objectives
Building iterative models for feeding real-time insights and consumer inputs into the existing marketing process
Part of a series of interventions given at SciencesPo Paris by THIERRY JADOT, Starcom France CEO - featuring THOMAS JAMET, head of branded content at Newcast France.
The problem of matchmaking in electronic social networks is formulated as an optimization problem.
In particular, a function measuring the matching degree of fields of interest of a search profile with
those of an advertising profile is proposed.
The Future of Social Intelligence - Extracting the Gold from Social Media #sm...Alterian
Companies are just beginning to grasp the true power of social data. The ability to collect feedback without the need for costly market research studies, surveys, and focus groups is a relatively new prospect. But as brands have started measuring, many sense that they could (and should) be doing much more with the abundant data at their finger tips. Simply collecting data is not enough. To remain competitive, marketers must fully realize the breadth and depth of knowledge and insights they can gain from online conversations.
Scott Briggs discusses the state of social media intelligence today and where we are headed in the future. He outlines the advanced techniques that forward-thinking brands are using to move from simply collecting data to truly analyzing and drawing insights that are fueling smart business decisions.
The future of social intelligence is predictive, strategic, and unlike social measurement as you know it today. Are you ready?
Effective target marketing to reach a specific audience allows a higher probability to acquire your ideal client or customer. With changing technology and consumer behaviors, it has become increasingly hard to achieve results. As a lean start-up: Where do you start? How much money should you spend?
In this session, we will discuss the most effective strategies to perform local and global market research. This includes sizing up your competitors and figuring out whom you want to reach and where you need to market.
With this information, you are enabled to clearly define the features and benefits of your product and service. You are also able to create a stronger branding message that resonates with your target client or customer and effectively increase sales conversion.
Today’s marketers are working feverishly to capitalize on the potential of highly insightful, yet unstructured, information being generated online. This coupled with the demands of real-time, rules-driven, audience-centered marketing represents a fundamental paradigm shift in how marketing is done. While the term “big data” may be fairly new, the concept is familiar to data-driven marketers who for years have been trying to run complex analytics across a deluge of structured and unstructured data flowing in from point-of-sale systems, web sites, social media, email campaigns, newsletters and many other online and offline sources.
A new study produced by strategic consulting firm Winterberry Group in conjunction with the Interactive Advertising Bureau (IAB) and sponsored by IBM, reveals top investment priorities, high impact data use cases and barriers to adoption pertaining to big data in marketing and digital media.
During this one hour webinar, we will present some of the key findings from our study which had contributions from over 175 advertising and marketing thought leaders. You will learn about the high priority use cases for today’s digital marketers, the underlying big data challenges and how some of the leaders are gearing up to address them with specific solutions.
Audience Optimization
Channel Optimization
Advertising Yield Optimization
Content Optimization & Ad Targeting
Social intelligence understanding your audience to enhance your businessAlterian
While it is necessary to know what influencers are saying about your brand, if that’s all you know about them, you’re missing an essential part of the conversation.
Understanding who your influencers are, what interests them and how their interests change over time will help you determine not only how to position the marketing of your products, but it can impact the future design and development of your products.
Join Scott Briggs, Director, Social Strategies and Insights at Alterian, as he goes through the methodology of starting with your audience and using social data to put them at the heart of your business.
What You Will Learn:
The methodology behind using social data to find insights from your true audience
How to use social media to understand consumer life cycles
How to understand the value of non-brand advocates
How to develop messaging and products tailored around your consumers
A Strategic Approach to Social Media Intelligence Casey Knox
According to a CMO study by Forrester, 89% of social data has influenced their decisions. Having a strategic approach to social media intelligence increases marketers ability to solve problems in the digital age. Casey Knox, Communications Director for AREA203 Digital, has been studying best practices of social media intelligence for the past two years.
Social media analytics for the pr industry Mexico City 5-24-12Marshall Sponder
Here's my presentation to a conference that happened in Mexico City this week. I don't have the url of the conference but I was asked to pre-record it (which is up on my blog and in YouTube). Here's the deck by itself.
Some insights into social media analytics tool, including a high-level overview of the technology behind the data configuration - or how the tools filter social media conversations.
Playground: PeopleBrowsr's Social Analytics Platform for MarketersPeopleBrowsr
The only fully integrated workspace for searching, engaging, analyzing and reporting on social media. Combines Analytics, Search, Grid and Engagement with 1,000 days of data.
Real-time intelligence, collaborative research, adaptive brand planning
Measuring and monitoring online conversations about brands to assess brand influence and brand visibility
Applying qualitative analysis to determine research parameters and add meaning to quantitative findings
Identifying the conversation hubs and the influencers across a wide range of channels
Using crowd-sourcing and co-creation methodologies to achieve research, innovation and planning objectives
Building iterative models for feeding real-time insights and consumer inputs into the existing marketing process
Part of a series of interventions given at SciencesPo Paris by THIERRY JADOT, Starcom France CEO - featuring THOMAS JAMET, head of branded content at Newcast France.
The problem of matchmaking in electronic social networks is formulated as an optimization problem.
In particular, a function measuring the matching degree of fields of interest of a search profile with
those of an advertising profile is proposed.
The Future of Social Intelligence - Extracting the Gold from Social Media #sm...Alterian
Companies are just beginning to grasp the true power of social data. The ability to collect feedback without the need for costly market research studies, surveys, and focus groups is a relatively new prospect. But as brands have started measuring, many sense that they could (and should) be doing much more with the abundant data at their finger tips. Simply collecting data is not enough. To remain competitive, marketers must fully realize the breadth and depth of knowledge and insights they can gain from online conversations.
Scott Briggs discusses the state of social media intelligence today and where we are headed in the future. He outlines the advanced techniques that forward-thinking brands are using to move from simply collecting data to truly analyzing and drawing insights that are fueling smart business decisions.
The future of social intelligence is predictive, strategic, and unlike social measurement as you know it today. Are you ready?
Effective target marketing to reach a specific audience allows a higher probability to acquire your ideal client or customer. With changing technology and consumer behaviors, it has become increasingly hard to achieve results. As a lean start-up: Where do you start? How much money should you spend?
In this session, we will discuss the most effective strategies to perform local and global market research. This includes sizing up your competitors and figuring out whom you want to reach and where you need to market.
With this information, you are enabled to clearly define the features and benefits of your product and service. You are also able to create a stronger branding message that resonates with your target client or customer and effectively increase sales conversion.
Today’s marketers are working feverishly to capitalize on the potential of highly insightful, yet unstructured, information being generated online. This coupled with the demands of real-time, rules-driven, audience-centered marketing represents a fundamental paradigm shift in how marketing is done. While the term “big data” may be fairly new, the concept is familiar to data-driven marketers who for years have been trying to run complex analytics across a deluge of structured and unstructured data flowing in from point-of-sale systems, web sites, social media, email campaigns, newsletters and many other online and offline sources.
A new study produced by strategic consulting firm Winterberry Group in conjunction with the Interactive Advertising Bureau (IAB) and sponsored by IBM, reveals top investment priorities, high impact data use cases and barriers to adoption pertaining to big data in marketing and digital media.
During this one hour webinar, we will present some of the key findings from our study which had contributions from over 175 advertising and marketing thought leaders. You will learn about the high priority use cases for today’s digital marketers, the underlying big data challenges and how some of the leaders are gearing up to address them with specific solutions.
Audience Optimization
Channel Optimization
Advertising Yield Optimization
Content Optimization & Ad Targeting
Social intelligence understanding your audience to enhance your businessAlterian
While it is necessary to know what influencers are saying about your brand, if that’s all you know about them, you’re missing an essential part of the conversation.
Understanding who your influencers are, what interests them and how their interests change over time will help you determine not only how to position the marketing of your products, but it can impact the future design and development of your products.
Join Scott Briggs, Director, Social Strategies and Insights at Alterian, as he goes through the methodology of starting with your audience and using social data to put them at the heart of your business.
What You Will Learn:
The methodology behind using social data to find insights from your true audience
How to use social media to understand consumer life cycles
How to understand the value of non-brand advocates
How to develop messaging and products tailored around your consumers
A Strategic Approach to Social Media Intelligence Casey Knox
According to a CMO study by Forrester, 89% of social data has influenced their decisions. Having a strategic approach to social media intelligence increases marketers ability to solve problems in the digital age. Casey Knox, Communications Director for AREA203 Digital, has been studying best practices of social media intelligence for the past two years.
Social media analytics for the pr industry Mexico City 5-24-12Marshall Sponder
Here's my presentation to a conference that happened in Mexico City this week. I don't have the url of the conference but I was asked to pre-record it (which is up on my blog and in YouTube). Here's the deck by itself.
Some insights into social media analytics tool, including a high-level overview of the technology behind the data configuration - or how the tools filter social media conversations.
Social Media Monitoring Market OverviewKen Burbary
Presentation to The Community Roundtable (@TheCR) members on 3-23-11.
Social media monitoring is commonplace these days for most companies executing social initiatives. However, it's still an immature practice area, with its share of myths and misunderstandings. Join us for this call to discuss how to improve your social listening programs. We'll also learn about the current state of the social listening platform market, a framework you can adopt to guide your listening efforts, and what leading companies are doing with social listening programs.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
GridMate - End to end testing is a critical piece to ensure quality and avoid...ThomasParaiso2
End to end testing is a critical piece to ensure quality and avoid regressions. In this session, we share our journey building an E2E testing pipeline for GridMate components (LWC and Aura) using Cypress, JSForce, FakerJS…
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/
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
UiPath Test Automation using UiPath Test Suite series, part 5DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 5. In this session, we will cover CI/CD with devops.
Topics covered:
CI/CD with in UiPath
End-to-end overview of CI/CD pipeline with Azure devops
Speaker:
Lyndsey Byblow, Test Suite Sales Engineer @ UiPath, Inc.
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.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
GraphSummit Singapore | The Future of Agility: Supercharging Digital Transfor...Neo4j
Leonard Jayamohan, Partner & Generative AI Lead, Deloitte
This keynote will reveal how Deloitte leverages Neo4j’s graph power for groundbreaking digital twin solutions, achieving a staggering 100x performance boost. Discover the essential role knowledge graphs play in successful generative AI implementations. Plus, get an exclusive look at an innovative Neo4j + Generative AI solution Deloitte is developing in-house.
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
Generative AI Deep Dive: Advancing from Proof of Concept to Production
Social Data Analytics - Consumer Segmentation
1. Social Data Analytics
Understanding social data types, segmenting social consumers and social data integration
Nov 2011
2. Agenda
• Learn about the different social data types
• Learn how to identify social customer segments
• Learn how to integrate social consumer data with
internal customer data
5. Social Data Explosion
More than 900 million objects that More than 200 million
people interact with each day (pages, Tweets per day
groups, events and community pages)
These activities
generate
valuable social
data that can
reveal NEW
knowledge
about consumer
behavior
More than 3
million More than 3 billion
checkins per videos viewed per day
day
Sources: Facebook, Twitter, YouTube, Foursquare
6. Example: Anatomy of a Tweet
Tweet Meta-data
may contain:
-Demographic data
-Psychographic data
-Location data
-Intention data
-Referral data
-Sharing data
7. Companies Struggling to Cope
Data generation is rapidly
outpacing our ability to
manage and understand
how to use it.
Sources: IBM CMO Study http://bit.ly/shpHb3
8. Resources and Needs Not Aligned
The talent gap is widening.
Current supply is a shallow
pool that cannot meet
growing demands.
Hiring from the outside isn’t
the silver bullet (or even a
realistic option in many
cases). Internal education is
critical.
Sources: IBM CMO Study http://bit.ly/shpHb3
9. Use the Right Data for the Job
Q: Is social
contributing to our
enterprise goals?
A: Well, we have
2,834 Facebook
That’s not cutting it!
Likes…
10. The Social Data Tree
Location
Behavioral Sharing
Referral
Intention
Brand/Product
Psychographic
Demographic
11. Demographic Data
Age Education
Gender Income
Race
- Used for making broad generalizations about groups of people
- Most common data type used
- Has limitations. Not all individuals will conform to the profile
- Table stakes. Start here and layer on other data types
12. Psychographic Data
Personality Lifestyles
Interest
Values
s
Attitude
- Combined with demographics, used for highly targeted outreach and/or advertising
- Self reported by consumers on social platforms
- Gives companies opportunities to better understand and align with consumer needs, wants
and expectations. (a.k.a. to be helpful and relevant).
13. Intention Data
Desired Planned
State Events
Desired Planned
Product Activities
- Good for understanding what consumers “want” or “want to do”
- Least accurate data type, can lack contextual relevant details (ex: in-market)
14. Behavioral Data
Past actions, activities that can be used as a
predictor of future intentions
- Allows companies to more appropriately target segments for better marketing results
- Allows companies to use personal preferences and interests to move closer to a true one-to-
one relationship with their customers
15. Location Data
Physical location of a consumer
- Provides contextual understanding at a certain point in time
- Can trigger contextually relevant promotions and/or rewards
- Can be used to identify intent
- Provides opportunity for brands to improve offline customer experiences by understanding
behavior patterns in location and opinions shared with it
16. Referral Data
Ratings Rewards
Non-Verbal
Reviews
Gestures
- Can be used to identify brand promoters, detractors
- Provides insight into product/service attributes matter most
17. Brand/Product Data
Brand/Product related conversations
Product
Attribute Conversation
s Product types
Measures
- Can provide richer understanding of consumer perspective on specific aspects of products
and/or brand measures
- Represents unfiltered consumer feedback
- Helpful in optimizing product launches, product development roadmaps, and content
strategies
18. Sharing Data
Reach Clicks
Conversion
Shares s
Generational
Sharing
- Identify brand advocates that actively spread branded content
- Learn how branded content travels through generational sharing
- Understand word of mouth, what they share, why they share it
20. Aggregate is the Enemy
“All data in aggregate is crap”
–Avinash Kaushik
All Visitors?
Total Pageviews?
Total Likes?
People Talking About This?
= Gratuitous Data Puking
Followers/Fans/Friends?
The list goes on…..
21. Social Segmentation Benefits
Why should Analysts care?
-Find the answers to the “why” and “how” questions of consumer
behavior
-Go beyond data puking! (no more “hits” reporting)
Why should Marketers care?
-Get closer to the nirvana of personalized, one-to-one relationship w/
consumers. Build value into every engagement!
-Experiences and information need the right audience first and
foremost Find the right audience.
-Improved targeting (outreach/advertising) Ex: Facebook uses a
combination of demo, psycho, product, location, and referral data
-Identify and convert the most profitable customer segments
-Prioritize consumer segments and align marketing investment against
it (we can measure their outcomes!)
22. Social Segmentation Methodology
1. Find a unique ID (email, twitter handle, linked profile, etc…)
2. Search social profiles using unique id
3. Calculate and match to individual
4. Expansion. Build out social profiles of specific individual, across data types mentioned above
5. Optional: content consumption/creation mapping, influence analysis
6. Scale across your unique ID list (aka customer)
7. Segment results.
23. Social Segmentation Tools/Vendors
Main Capabilities
Aggregates user information
by resolving email addresses
or social networking handles
Some offer APIs that can
match email addresses to
profile URLs across 125 social
networks
Can integrate with offline
data sources as well
(telephone, identity, location)
24. Social Segmentation Tools/Vendors
Capabilities FlipTop FullContact Qwerly PeekYou Rapleaf Rapportive Spokeo
Social affiliations (profiles)
Demographics
Geographic
Interests
Career/Education
Wealth/Finance
Health
Linked URLs
Reverse email search
Reverse phone search
API access
Partner with 3rd party info
Influencer Measurement
Available Available but not comprehensive Unavailable
2
4
25. Social Segmentation Examples
People search by
username/profile
name
Social profiles
identified and tied
to real identity
26. Social Segmentation Examples
Segment Non-Social Visitors from
Social Visitors
‣ Value of FB Fans and social
engagement
‣ Leverage messaging tactics for
performance improvement and
increased conversions
27. Social Segmentation Examples
Empirical research suggests that the lifetime value of a promoter is worth
at least 4-5x that of passives (neutral customers) or detractors (unhappy
customers).
Promoters buy more often, spend more, refer more, and cost less to
acquire and serve.
Net Promoter ScoreTM is a customer loyalty metric developed by Fred
Reichheld, Bain & Company, and Satmetrix. It categorizes customers
into three segments; promoters, passives, and detractors.
29. This is just the beginning…
“The merger of unstructured and
structured data will fuel the next
revolution in business intelligence”
-Prasanna Dhore
Global Customer Intelligence, HP
32. Social Data Integration Example - HP
Unstructured data: product
conversations from social media
Structured data: purchase and service
history from crm and support
databases
33. Social Data Integration Example - HP
Classify each product conversation from social according to product attributes
34. Social Data Integration Example - HP
Connect the dots to structured sales and service data. Improve sales forecasting
and service/support resource management
35. Social Data Integration Example - HP
HP Social Data Integration Results:
-Strong social data signals about a product were a
leading indicator for increased sales and
registrations (use cases: marketing optimization by spend, audience and channel)
-Strong negative sentiment in media signals about
a product were a leading indicator of increased
support tickets/calls (use cases: operations efficiency. Managing customer support resources)
36. Ken Burbary
VP, Group Director, Social Strategy & Analysis
ken.burbary@digitas.com
@kenburbary
http://www.digitas.com
http://www.kenburbary.com
Editor's Notes
Example: psychographic data from spotify auto-sharing on facebook or intent data on amazon wishlist.2 ways: explicitly provided by user, self-reported or automatically generated
Implies it’s a scaling issue, and it is, but not JUST a scaling data collection (technology) it’s also a talent/skills/people problem
Adapted from Altimeter seven data types - http://bit.ly/sI668q Not all required. To be used as a guide in understanding which data may be needed to answer questions, understand an audience segment, or consumer behavior
Why FB is so interesting to brands. They have a treasure trove of self reported psychographic data. It’s why Facebook advertising has grown to 2billion dollar biz in 2011
Sources: CRM databases, Sales databases, web analytics/clickstream analytics that reveal site behaviorsExamples: Amazon, Hunch, recommendation engines
LBS services, geo-tagged objects like Photos on Flickr (hundreds of millions)
Sources: Yelp, Yahoo Groups, Facebook, etc…
There is a precedent in web analytics foundations for segmentation, transfer this idea to social media analytics. It’s a universal construct
4.and expands with other publicly available data sources such as address, phone numbers, etc…7. which customers require tier 1 support (cos don't and shouldn't treat all customers equally). Hilton (Diamond VIP), when I tweet, they should know it's coming from a Diamond VIP, not a general traveler 2 nights a week (worth 14x more annually)7.which customers amplify brand content/actions/promotions the most (make sure you're not missing these people) who shares the brand content the most? Brand Amplification Index/Score?
Rapleaf has data on 2 billion+ email addressesabout 400+ million people
http://theechosystem.com/
http://theechosystem.com/
Disclaimer: I am on the Advisory Board of this company
Source: HP study http://h30507.www3.hp.com/t5/Data-Central/Changing-minds-through-social-media-HP-study-shows-it-happens/ba-p/98721
Source: HP study http://h30507.www3.hp.com/t5/Data-Central/Changing-minds-through-social-media-HP-study-shows-it-happens/ba-p/98721
Source: HP study http://h30507.www3.hp.com/t5/Data-Central/Changing-minds-through-social-media-HP-study-shows-it-happens/ba-p/98721
Source: HP study http://h30507.www3.hp.com/t5/Data-Central/Changing-minds-through-social-media-HP-study-shows-it-happens/ba-p/98721
Source: HP study http://h30507.www3.hp.com/t5/Data-Central/Changing-minds-through-social-media-HP-study-shows-it-happens/ba-p/98721
Source: HP study http://h30507.www3.hp.com/t5/Data-Central/Changing-minds-through-social-media-HP-study-shows-it-happens/ba-p/98721