1. FACEBOOK DATA INTELLIGENCESudha Jamthe, eBay Inc.June 28
2012San Francisco @SUJAMTHE
2. My Social Measurement Compass Ref: @setlinger of Altimeter
Group @SUJAMTHE
3. Measure only what you want to manage @SUJAMTHE
4. What do weREALLY Want?@SUJAMTHE
5. What do we *REALLY* want?1. Target Right customers2. Viral
Play = Engagement on Brand Pages3. Track Intent to purchase
@SUJAMTHE
6. 1. Target Your customers Access with Permission
@SUJAMTHE
7. 1. Target Your customers Access with Permission
@SUJAMTHE
8. 1. Target Right Customers Audience Targeting Platform
@SUJAMTHE
9. 2. Engagement Challenge : Facebook EdgeRank Facebook
EdgeRank controls the key to measuring the actual reach of Facebook
messages. @SUJAMTHE
10. 2. Facebook Engagement Benchmark Competitively 1. FANS -
Size, reach, and growth of the fan page 2. ENGAGEMENT - User
interactions and engagement to content 3. COMMUNITY - Community
management, response rate, key influencers, CORE FANS 1.
COMPETITORS Benchmark with Competition @SUJAMTHE
12. Payvment: Measure Conversion End to End @SUJAMTHE
13. Summary1. Measure what you want to manage3. Target Audience
Right4. Balance Privacy and Permission5. Be honest about imperfect
social data and limitation of technology6. Engage with Content7.
Measure Conversion End-to-End @SUJAMTHE
