Filed under: Analytics, Datarati, Social Media | Tags: Jeremiah Owyang, SAS, Social Media Analytics, Sydney Data Miners
A great post from Jeremiah Owyang on the 8 stages of listening.
Where does your client or company fit into this matrix?
Hear more tonight on Social Analytics at Sydney Data Miners Meetup at Google’s HQ in Sydney: www.meetup.com/datarati
| Stage | Description | Resources Needed | Impacts |
| 1) No objective at all | Organization has a listening program but has no goals, nor uses the information for anything resourceful | Simple alerting tools, like Google Alerts and feedreaders will suffice. | At the basic level, simple self-awareness. Yet without any action from the data, this is useless. |
| 2) Tracking of brand mentions | Like traditional “clip reports” of media relations, companies now track mentions in the social space. Despite tracking there is no guidance on what to do next. | Listening platform with report capability based on brand or product keywords. Radian 6, Visible Technologies, Techrigy/Alterian, Buzzmetrics and Cymfony, Dow Jones are providers. | Improved self-awareness to track volume of information, yet unable to track depth, and tonality of conversations. As a result, not a full understanding of opportunities. |
| 3) Identifying market risks and opportunities | This proactive process involves seeking out discussions online that may result in identifying flare-ups, or possible prospect opportunities. | In addition to a listening platform staff must actively seek out discussions and signal to internal teams. Alerting tools, and listening platforms are required. | Organization can reduce risk of flare ups before they become mainstream, identify prospects and poach unhappy competitors customers. |
| 4) Improving campaign efficiency | Rather than just measure a marketing effort after it’s occurred, using tools to gauge during in-flight behavior yields real-time marketing efficiency. | Dedicated resource to manage reactions, activity, and sentiment to a marketing effort, and the resources to make course corrections nearly real-time. Traditional web analytics tools like Omniture, Webtrends and Google Analytics are common. | Campaigns can be more effective, as hot spots are bolstered, and dead spots are diminished. |
| 5) Measuring customer satisfaction | In addition to customer satisfaction scores,organizations can measure real-time sentiment as customers interact. Sysomos and Backtype have focus areas into this space. | Customer experience professionals will have to extend their scope to the social web, using a listening platform and sentiment analysis. Insight platforms like Communispace and Passenger offer online focus groups solutions. | Brands can now measure impacts of real time satisfaction or frustration during the actual phases of customer interaction. Then identify areas of improvement during customer lifecycle |
| 6) Responding to customer inquiry | This proactive response finds customers where they are (fish where fish are) in order to answer questions. Example: Comcastcares account on Twitter asks customers if they need help –then may respond. | An active customer advocacy team that’s empowered, training, and ready to make real-time responses nearly around the clock. | Customers will fill a greater sense of satisfaction, yet this teaches customers to ‘yell in public’ to get a response. |
| 7) Better understand customers | Evolving the classic market research function, brands can improve their customer profiles and personas by adding social information to them. | Social CRM systems are quickly emerging that tie together a customer record and their online behavior, locations, and preferences. Salesforce, SAP, both have partnerships with Twitter to synch data | The opportunity to not only serve customers in their natural mediums, but to offer them a richer experience regardless of their customer touchpoints. |
| 8. Being proactive and anticipating customers | Minority Report: This most sophisticated form actually anticipates what customers will say or do before they’ve done it. By looking at previous patterns of historical data, companies can put in place the right resources to guide prospects and customers. | An advanced customer database, with a predictive application put in place, as well as a proactive team to reach out to customers before an incident has happened. Haven’t seen any such application yet. | Identifying prospects and engaging them before competitors can yield a larger marketing funnel, or reducing customer frustration as problems are fixed before they happen. |
During IBM’s Q3 earnings call a few weeks ago, IBM CFO Mark Loughridge highlighted business analytics as a sector where Big Blue is investing significant amounts of cash.
The company recently acquired data analytics company SPSS for $1.2 billion and business analytics firm RedPill.
IBM is unveiling a new internal analytics product that the company is touting as the “largest private cloud computing environment for business analytics in the world,” which launches internally with more than a petabyte of information.
Along with this internal product, IBM will launch a companion product for clients to build upon this cloud-based architecture, called IBM Smart Analytics Cloud.
Filed under: Actionable Insights, Datarati, Search | Tags: Google Analytics, Keyword Research, Wordstream
WordStream, recently added 2 new features to its service offering: Google Analytics API integration and multi-source keyword .
WordStream is the first keyword tool provider to integrate their software with Google Analytics, layering on tools to help search marketers take action on top of the data provided by the popular analytics service.
Multi-source keyword analytics enables user to aggregate not only paid and natural search data, but also keyword tool estimates and brainstormed keyword ideas into one integrated dashboard. This means more efficient and more comprehensive keyword targeting, which will lead to more and better targeted Web traffic.
More: http://www.webanalyticsworld.net/2009/11/keyword-research-analytics-together-in.html
Filed under: Ad Exchange, Ad Network, Analytics, Datarati, Segmentation, Technology | Tags: DART, Doubleclick, Google
DFA Analytics is the new reporting and visualisation tool for viewing advertising performance data. It shares similar technology with Google Analytics; if you’ve used Google Analytics before, you can quickly come up to speed with the easy-to-use graphical reporting tools that are now part of DFA.
With DFA Analytics, you can:
- Get frequent updates–about every three hours–of your campaign performance data.
- See account performance at a glance, in easy-to-understand charts and graphs.
- Drill down through reports at the advertiser, campaign, site, ad, and creative levels.
You can also review performance by:
- Country, designated market area (DMA), state, city, area code, or zip code.
- Hour, day, week, month, and one or more date ranges.
- Browser, operating system, and connection speed.
Recognising the growing need and challenges businesses face driving operational analytics across enterprises, SAS and Teradata are planning to establish a centralised “think tank” where customers can discuss analytic best practices with domain and subject-matter experts, and quickly test or implement innovative models that uncover unique insights for optimising business operations.
The Business Analytics Innovation Center will combine the strengths of SAS, the leader in business analytics software and services, Teradata Corporation (NYSE: TDC), the world’s largest company solely focused on data warehousing and enterprise analytics, and Elder Research Inc. (ERI), the world’s leading analytical consulting firm for data mining and predictive analytics, to help customers across all industries grow revenue, reduce risk and improve operations.
More: http://www.analyticbridge.com/profiles/blogs/elder-research-partners-with
Filed under: Datarati, Marketing Automation, Software as a Service | Tags: Dreamforce, Marketing Cloud, Marketo
Join us at the Marketing Cloud Party! RSVP for the Marketing Party of the Year @ Dreamforce!
You are invited to join leading marketing thinkers and companies on the rise to learn how marketing in the cloud can drive revenue and marketing impact in your organisation.
Thursday, November 19, 2009 from 6PM to 8:30PM
At the fabulous St. Regis Hotel, Yerba Buena Terrace – 4th Floor (one block north of Moscone Center)
Register Now: http://info.marketing-cloud.com/party.html
