Ultra violet dataUltraViolet Social Data Analytics

Marshall Sponder CEO, WebMetricsGuru INC

March 13th 2012, Singapore

An Introduction …

Marshall Sponder – Founder WebMetricsGuru INC.

Marshall Sponder is an Author of the McGraw-Hill book, Social Media Analytics, he is independent Web analytics, data and SEO/SEM specialist working in the field of market research, social media, networking, and Outbound Communications. Marshall is currently working with Principal at WebMetricsGuru INC and Insights Digital, INC , both partnerships focus on the practice around Social Analytics. Marshall’s blog is http://www.webmetricsguru.com and book site is http://www.smabook.com

Amazing Images of a pool here in Singapore – and right in this resort! Great setting to explore “UltraViolet” Data

Swimming in Data?

Ultraviolet dataReveals a lot about your customers and potential customers

Audience at The SiTF ICT Summit

Who:

Digital marketersBrand managers Related IT services

You need to build your brands and sell more products or services …

How to accomplish:

Know more about your customers using Social Media and combine with other information

Challenge:

So much of this data is..

“UltraViolet”

Insight:The missing data can be more important than Data you are already collecting, today….the Hidden UltraViolet Data

Your Current situation

Overwhelmed, stretched out dealing with Big Data and How to Integrate itInto a coherentstory

Your current Reporting may be “diagnostic” information with no real insights

Solution: UltraViolet Audit TM

Most of your data is

Ultraviolet

Need Actionable data uncovered by

Ultraviolet Data/Capabilities Audit• social media mentions/Sentiment• house data systems • ecommerce data• call centre/ customer service• geo-location• temporal• financials

8 Brand Monitoring Challenges for UltraViolet Data

1. Signal to Noise Ratio

2. Not Scalable, too manual

3. Insightful vs. Actionable

4. Poor Geography / Location

5. Local Data Gap / Blind Spot

6. Platforms often lack needed segmentation

capabilities

7. Correspondence between Online chatter vs.

Offline Word of Mouth is Industry dependent

8. No established, universally acceptable

standards for conducting social listening

Type of UV Data = Behavioral Infinigraph Top Fan Affinities on Facebook/Twitter via Network Relationships (5000 rows /966 Unique Brands linking back) Potential to go much, much deeper!

Burburry Brand Affinity StrengthWho What Wear MoMA The Museum of Modern Art Nordstrom Fashionista BCBGMAXAZRIA Marie Claire DVF - Diane von Furstenberg The Metropolitan Museum of Art- New York Food NetworkBurberry Lady Gaga H&M GUCCI Dolce & Gabbana Sephora CNN Fast Company InStylecomShopbop Smithsonian Institution Katy Perry Allure magazine Brooklyn Museum Coach Discovery Channel Michael Kors - The Official Page National GeographicNet-a-porter.com Solomon R Guggenheim Museum Whitney Museum of American Art People Magazine Victoria's Secret Ralph Lauren Clinique Forever 21- Inc Glamour MagazineDisneyland Lil Wayne Lucky Magazine MTV Neiman Marcus No Reservations with Anthony Bourdain Washington Post Chanel ShakiraBusiness of Fashion Bloomingdale's Dr Pepper Dwell GQ - Gentlemen's Quarterly JCPenney Jersey Shore Mashable Rachel ZoeStyleList The New York Times Travel + Leisure Walt Disney World Whole Foods Market Louis Vuitton Tory Burch Style FerrariCoverGirl Target adidas Originals Best Buy Chictopia Fashion Gilt Groupe Michael Jackson msnbccomNew York Yankees People StyleWatch Purse Blog and Forum SEGA Teen Vogue T Magazine Walmart WWD - Women's Wear Daily PanteneLove Levi's 50 Cent artnet bebe Bergdorf Goodman Betsey Johnson Charice GapHarper's Bazaar HGTV iTunes Kraft Foods National Geographic Traveler National Hockey League NFL NYLON Magazine VersaceRebecca Minkoff Seventeen Magazine Stella McCartney StyleCaster The Economist TIME TOMS Shoes Shoes for Tomorrow Toys "R" Us VogueWalker Art Center YOOXCOM Your Next Shoes Social Moms ABC News Downy Belinda Benefit Cosmetics BravoBritish Museum Coca-Cola Fashion & Fashion Fashionisingcom JIMMY CHOO LACMA Los Angeles County Museum of Art Linkin Park Madonna Miley CyrusNew Museum Nickelodeon Polyvore SELF Magazine SFMOMA San Francisco Museum of Modern Art SHAPE Magazine Starbucks Coffee Company True Religion Brand Jeans Vanity FairVirgin America Adidas Running L'Oreal CVS Pharmacy American Apparel Andy Murray Calvin Klein Cosmopolitan Magazine DKNYELLE Armani Juicy Couture kate spade Lord & Taylor Macy's Microsoft Windows New York Magazine The Fashion SpotUrban Decay Cosmetics Usher Vera Wang YouTube Disney Michelle Obama Animal Planet Food & Wine The Huffington PostTravel Channel USA TODAY The Wall Street Journal Art21 BCBGeneration Ben Folds Bluefly.com Britney Spears Centre PompidouDesign Museum Hautelook Latin American Art MAC Cosmetics MoMA On Film Museum of Contemporary Art Museum of Contemporary Art Chicago Parents Paul SmithPlayStationBlog Royal Academy of Arts Sharon Osbourne Smashbox Cosmetics Tate The Art Institute of Chicago Juxtapoz Magazine Essence Online Gagosian GalleryUrban Outfitters Los Angeles Times LDNfashion Tide Alfred A Knopf Anthropologie Bobbi Brown Cosmetics Drake ForbesJetBlue Airways Jillian Michaels Kesha Old Navy Pretty Little Liars Red Bull Selfridges Snoop Dogg ThinkGeekVictoria's Secret PINK Yves Saint Laurent - the official page Bruno Mars The Only Way is Essex Tom Ford ASOS Bon Apptit Magazine NBC PBS ParentsSamsung Mobile Taste of Home AXE Aly & AJ American Museum of Natural History Bare Escentuals Cosmetics Dunkin' Donuts elf Cosmetics EsquireFashionTV HubSpot KAYAK Netflix Paul McCartney Taco Bell The Backstreet Boys Tosh.0 Coupons.comGawker Marc Jacobs Alberto Torrico Al Jazeera Network Anderson Cooper 360 Bill Maher Discovery Health Free People NASCARNational Aeronautics and Space Administration National Geographic Channel Padma Lakshmi Serious Eats Yelp TechCrunch Wired Alejandro Fernández Anna Maria Perez de TagleAudi Babies"R"Us Chris Bosh Cracked.com Ford Models

Where do I focus my Marketing?

VenueLabs Shows where “UltraViolet” data hides in Check-in data that is not tracked against a Brand

32% 68% Blind Spot

24% 76% Blind Spot

37% 63% Blind Spot

38% 62% Blind Spot

18% 82% Blind Spot

Local Content Surfaced Local Content Blind Spot

August 2011August 2011

VenueLabs Shows where “UltraViolet” data hides in Check-in data not tracked against a Brand

They mess up here A LOT! If I wasn’t in a rush nor a coffee addict I would go somewhere else!

70%

Recorded Future puts all events on a Temporal AxisThe CIA & Google are Investors

70,000 Real-time Sources

3+ Billion Time-tagged Facts

100,000 future events/day

Recorded Future puts all events on a Temporal AxisMobile and Tablets - Next three years Huge market segments still emerging

• Over 75% of businesses plan on deploying tablets by 2013• Revolutionizing health care delivery, on-site and mobile • Disrupting software engineering and user expectations

When Salesforce+WealthEngine are combined you get your own lead database with net worth information added

http://www.youtube.com/watch?v=EnT1ERSxjSo

Salesforce + WealthEngine

When Salesforce+WealthEngine are combined you get your own lead database with net worth information added

Salesforce + WealthEngine + Radian6

Capturing missing UltraViolet Data

Collecting UltraViolet Data1) Always strive to Collect more data instead of less

(might be useful later)

2) Track campaigns carefully (encourage user to use social ids to login)

3) Enable tracking of customer service process (every contact, verification)

4) Tracking ecommerce data (integrate login cookie with social button)

5) Correlate visitor activities to different personas

Tracking your competitors customersCompetitor product relationships could be considered UltraViolet Data & Primary Targets

Followers and Likes of your competitors have

• A declared relationship with you

• have an interest in your industry

Prioritise by influence – simple followers count

UltraViolet Data for targeted acquisition

Acquisition targets

Time the right platforms saves us

People who follow Cicillin

e and not Gemma

Outcome for Marketers = get more customers, sell more stuff, Perhaps, Win Elections

Get Cicilline followers to follow opponent

Source: Persona. 6Dgree.com

Harness UltraViolet Data

Sales and brand channel

Customer service channel

Segment users who interacted with your Brand on FB

Segment users who tweeted with you on Twitter

UltraViolet Segmentation data from your Social properties

Social data will extremely valuable and UltraViolet data will let you collect it and layer it in a useful way

• demographics • psychographics• life style • professional • buying attitude data• bloggers, commentators, detractor,

gatekeeper

Use social log as a site default id

Identify/capture ids/personas of customers using their social identity (often, this is UltraViolet Data)

Build connections

Use social plug-ins to collect social identities

Study and Optimize Brand Messaging

These messages that stick Customer commentedLiked it, shared it with their friends

Stickiness data : Engagement metrics

This message has 250K readershipGoing viral

Discover the Message reach and engagement data (often Ultraviolet)

Measure what actions audience has taken Social profile of page visited, provide a deeper understanding of the shopping behaviour.

e-com traffic with social profileIllustration only

Lowest bounce rate and highest economic index

Content finds resonance with users with Sporting and TV interest

UltraViolet Data ChallengesSocial UV data and is 90% UNSTRUCTURED & in Silos

Social UV Data Challenges are

• Siloed internal systems (CRM, call centre, e-com, leads gen, social platform)

• fuzzy, not exact match, softer analytics

• over reliant on tools

• missing social media data strategy

Here is 5 steps in building your UV data1) Have Measurement aligned with your Business Strategy/

Goals, and can be fully tracked (avoid Black Boxes). Make sure your plan works by engaging in a tactical line of questioning

2) Understand the needs and tools of the various parts of your organization, provide analytics capabilities that address all of them.

3) Conduct an Ultraviolet Audit /Capabilities Audit

4) Build a Roadmap and have the entire organization sign off on it

5) Build/Enable data collection and Dashboarding of UV data.

0) Tactical Line of Conversation to Begin Analytics Planning / Implementation

• What Measures do you want to track?

• What Decisions would you make differently if the one of the measures was surprisingly high or low?

• What is the threshold of the measure? In other words, at what point if the value was exceeded or dipped would an alternative action take place?

1) Have Measurement aligned with Business Goals, and can be fully tracked (avoid Black Boxes). Make sure your plan works!

Email List

Is most of your data Ultraviolet ?

Geo-location tracking (must tie customer to Location)

Difficult to track – could do with camera, tie it up to face recognition but face big brother fallout if you do

Unique ID code tracked when a subscriber retunes receipt (coupon)

Google Analytics can track this part if set up correctly

Google Analytics can accurately record this part via ecom tracking if set up correctly

We need to think deeply on this and decide which Metrics and KPI’s actually are the right ones to track

2) Understand the needs and tools of the various parts of your organization, provide analytics capabilities that address all of them.

Harvest UV Data Harvest UV Data

3) Conduct an Ultraviolet Audit and a Capabilities Audit

• Do you have the Data you need? • Do you Understand what Data is needed?• Is the Data you have, Usable? If not, it’s ULTRAVIOLET

• (or you don’t care about it).

4) Create a Capabilities / Solutions Design Roadmap and have the entire organization sign off on it

Avoid UltraViolet Data by making sure your 1) Plan and 4) Roadmap Align

5) Build/Enable data collection and Dashboarding of UV data.

Illustration only

• Marshall Sponder• WebMetricsGuru INC.

• www.smabook.com• www.webmetricsguru.com

now.seo@gmail.com@webmetricsguru@smanalyticsbook

Contact Mehttp://www.webmetricsguru.com