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The Social DataRevolution
Adam SchoenfeldCEO, Simply Measured
@schoeny #MarketMixNW
5 Practical Tips
Data-Driven Marketing
“Despite the many big promises of big data there is big disappointment that
our companies are not truly data-driven.”
- Avinaush Kaushik
#MarketMixNW
We Own This Revolution
Opportunity Status Quo Practical Tips
1 2 3
AGENDA #MarketMixNW
Opportunity
#MarketMixNW
© 2015 Simply Measured, Inc
Social is at the Center of This Revolution
Over 2B Social Media Accounts
300 hours of video are uploaded to YouTube every minute
4.75B pieces of content uploaded to Facebook daily
500M Tweets sent daily
Source: programmableweb
© 2015 Simply Measured, Inc
And It Keeps Growing
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Men
tio
ns
on
Tw
itte
r
Daily Meerkat and Periscope Streams Published
#Meerkat #Periscope
© 2015 Simply Measured, Inc
From data-free marketing… To data-driven marketing…
This Trend is Transforming Marketing
© 2015 Simply Measured, Inc
Who Can Lead the Revolution?
© 2015 Simply Measured, Inc
New Practices Need Revolutionaries
The Social Data Revolution
Why Does This Revolution Matter?
#MarketMixNW
Turning The Digital Data Deluge to Data-Driven Marketing
Data-Driven Marketing
This Is Fuel For…
Advanced Common Sense
We’re Not There Yet
The Status Quo
#MarketMixNW
© 2015 Simply Measured, Inc
No Data
Source: timoelliott.com
67% of Marketers named measurement as a top challenge in 2015. (Altimeter)
“Access to data” is the 2nd biggest analytics challenge (Simply Measured)
Data and measurement problems rank above budget and resources (Forrester)
#MarketMixNW
© 2015 Simply Measured, Inc
Big Data
Data scientist
Marketer
I’m a marketer by day,
data janitorby night.
© 2015 Simply Measured, Inc
=
Data Janitor
>50% of time spent on weekly reports is aggregating metrics
from each networkSource: Simply Measured
#MarketMixNW
#MarketMixNW
© 2015 Simply Measured, Inc
Think “practical data”
Start with business goals
Define your data goals
Collect - Understand - Share
Go beyond the buzzwords
#1
#2
#3
#4
#5
#MarketMixNW
© 2015 Simply Measured, Inc
Think “Practical Data” #1
© 2015 Simply Measured, Inc
#MarketMixNW
“Most of our conversations with product and business managers are spent discussing what I like to call ‘little data.’
Little data constitutes the nuts and bolts metrics of running a business.”
- Peter Yared (via CNET)
© 2015 Simply Measured, Inc
Laser or Can Opener? #1
© 2015 Simply Measured, Inc
Practical Data Wins Super Bowls #1
© 2015 Simply Measured, Inc
Start with Clear Business Goals
InnovationCollaborating with customers to drive future products and services
Customer ExperienceImproving your relationship with customers, and their experience with your brand
Operational EfficiencyWhere and how your company reduces expenses
Brand HealthA measure of attitudes, conversation and behavior toward your brand
Marketing OptimizationImproving the effectiveness of marketing programs
Revenue GenerationWhere and how your company generates revenue
BUSINESSGOAL
Source: Altimeter Group
#2
© 2015 Simply Measured, Inc
Business Goals
Engage the community beyond game broadcasts
Drive incremental revenue
#2
© 2015 Simply Measured, Inc
Define Your Data Goals #3
© 2015 Simply Measured, Inc
Social Analytics #3
© 2015 Simply Measured, Inc
Seahawks Example
• Engagement, across channels
• Reach & audience
• Performance vs NFC West
• Content & messaging
• Channel strategy
Engage the community beyond broadcasts
Drive incremental revenue
#3
#3
#4
Collect Understand Share
AccessData Analysis Decisions
Get access to the practical
data you need in formats
you can use.
Extract metrics, analysis,
insights that can be applied
to your daily decisions.
Build a data-driven team
with a culture of sharing and
acting on practical data.
COLLECT UNDERSTAND SHARE
- Seahawks social profiles
- NFC West competitor profiles
- Fan hashtags –during & outside of broadcast
- KPIs vs goal
- Content analysis
- Channel analysis
- Competitive analysis
- Marketing Team
- Advertisers
- Fans
• Engage the community beyond broadcasts
• Drive incremental revenue #4
#4
© 2015 Simply Measured, Inc
Beyond the Buzzwords
Map your data needs.
It’s not everything under the sun.
Source: Huffington Post
#5
#5
• Megaphone
#5
Opportunity Status Quo Practical Tips
1 2 3
RECAP #MarketMixNW
Q&A
#MarketMixNW
Image Sources
https://thenounproject.com/term/budda/34960/
https://thenounproject.com/term/can-opener/78057/
https://thenounproject.com/term/elephant/6886/
http://i.huffpost.com/gen/1598668/images/o-SEAHAWKS-facebook.jpg
http://www.nationofchange.org/2015/wp-content/uploads/Janitor022615.jpg
http://commons.wikimedia.org/wiki/File:Uncle_Sam_(pointing_finger).jpg
http://blog.rethinkbreastcancer.com/wp-content/uploads/2013/10/Environmenal-defence-blog-food-can.jpg
http://timoelliott.com/blog/2013/07/no-analytics-welcome-to-the-hippo.html
http://cdn.skilledup.com/wp-content/uploads/2014/11/circuit-brain-illustration-%C2%ADFeature_1290x688_MS.jpg
#MarketMixNW
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