data mining for smarter social media marketing
DESCRIPTION
Paul Barrett, TeradataTRANSCRIPT
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Paul BarrettGlobal Director Web Intelligence
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
About Teradata
• Leaders in Data Warehousing Technology– Database– Data Warehouse
• Leaders in Marketing Technology– Multi-Channel Marketing– Integrated Marketing Managament– Marketing Resource Management
Its not about social, its about the Data
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Consumers Are Changing the Game…
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
We Are Just Building the Technology We Need
Adolescence• 80% of Business will market with
Social Media• 93% of CMO’s plan to use some
form of Social Media for the Enterprise
• 81% of CMO plan to track Social Media ROI
Adulthood (Enterprise)• Netflix API request grew by 37X in
the last 13 months.• 71% of Tweets get No Response• A customer with a bad Customer
Experience will Tell 10 people
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Moving Beyond Simple Metrics to Enterprise IntelligenceMaking Social Media Smarter
LOW HIGH
Must-Have-i-ness
Built
-In In
telli
genc
e LO
WH
IGH
Social PR / Marketing
Social CRM
Social Media Monitoring
Advertising / TargetingSocial Service
Social Network Analysis
Social Graph
Social Shopping
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Moving Beyond Simple Metrics to Enterprise INtelligenceMaking Social Media Smarter
LOW HIGH
Must-Have-i-ness
Built
-In In
telli
genc
e LO
WH
IGH
Social PR / Marketing
Social CRM
Social Media Monitoring
Advertising / TargetingSocial Service
Social Network Analysis
Making Social Smarter
• Analyze alongside Enterprise data (BI, Data Mining,, Text Mining, Historical data)
• Data Driven Decision making
• Leverage Enterprise Communications Platforms (CRM)
• Close-Loop / ROI Analytics
• Automate and Integrate Social Graph
Social Shopping
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Imagine Smarter Social Media
• Increased Brand Relevance
• Improved Campaign Performance
• Better Forecasting Accuracy
• Faster Reaction to Fraud, Piracy
• Avoiding Social Media Pitfalls
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
IWI –Offer Overview
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Data Collection
Aggregate Data
Visitor Records
Operational Reporting
Behavioral Segmentation
Data Storage
DATA SCHEDULER
Site Testing & Optimization
Targeting & Personalization
E-Mail Retargeting
Teradata EDW
Webtrends Framework
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Transforming Data to Smarter Campaigns
Responses
BI/AnalysisTools
Industry Data ModelsInclusive of
IWI PDM
IntegratedOnline and
OfflineData
Touch Points
Cu
sto
mer
Inte
racti
on
s
WWW
CallCenter
Stores/ Branch
Kiosk(POS, ATM)
Mobile
DM/Email
SearchEngines
Behavior/ Social
web Data
EnterpriseData
Customer Insight & Influence
Revenue Opportunities
Call Center BranchStore
Sales CatalogDemographics
Operational Excellence
Actions
E-commerce
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Avoid Big Data Traps
Engineered to eliminate Business Insight Roadblocks
• Scalability• Complexity• Speed• Integration• Enterprise Quality BI• Campaign, Merchandising and Customer Marketing Applications
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Smarter Social Media: Lets Get Started
•Engage ‘Community Managers’
•Collect & view data, set strategy
•Drive your business :
• Integrate The Customer Funnel
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage