Embrace Data-Driven Communications

April 2, 2012 Heidi Sullivan & Jay Krall

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Stop saying “I think” § Public relations and marketing are creative activities. But they

benefit greatly from hard data.

Photo courtesy Sean MacEntee

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Data-driven communications teams are:

§ More nimble

§ More cohesive

§ More goal-oriented

§ More effective

§ More confident

Photo courtesy Klearchos Kapoutsis

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Three key areas of data to explore

§ Location data—going beyond check-ins

§ Owned-media analytics—studying patterns of behavior on your Web properties

§ Unstructured text—mining themes from the social Web and conversations with customers

Section Divider Location data for PR (really)

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Take a broad view of geodata sources § Tweets about your company, location data from your CRM

system, and other datasets can be mashed up to show you where discussions and sales are clustered

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Three types of geographic data § Individual/company location—listed in social profiles, internal

datasets and public datasets

§ Geocoded data—locations derived in real time from mobile device messages, like tweets

§ Check-in data: Facebook, Foursquare

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Insights for PR & Marketing pros from geodata

§ Identify trouble spots before a customer service issue becomes a crisis management exercise

§ Consider ramping up relationships with influencers in a city where your brand is up and coming

§ Prioritize potential locations for sponsored events and conferences

Photo courtesy Mike Renlund

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Location data in enterprise business intelligence remains nascent

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Meanwhile, start small.

§ Begin tracking location trends in mentions of your brand

§ See what kind of geo-intelligence can be derived from your company’s CRM

§ Don’t get mired in the data—if you can’t find clear trends, move on!

Photo courtesy Shayne Kaye

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Geotargeting case study: Sexy Liberal Comedy Troupe

Section Divider Owned-media analytics

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Your visitors are trying to tell you something…

§ …one click, one search at a time. Traditionally, digital marketing teams have focused on Web site optimization to increase e-commerce conversion. Today, PR pros are mining this data to shape their messaging.

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Owned-media analytics can inform your strategy

§ What pages cause your visitors to bounce? Is the problem design, content or the underlying message? Conduct testing to find out.

§ What browsers and devices do your visitors use? Optimize content and apps accordingly

§ What parts of your site do visitors return to most frequently?

§ Where do your visitors come from and where do they go when they leave? Build relationships that strengthen referral traffic

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Get to know your company’s owned-media analytics tools

§ Google Analytics—site- and page-level data (free).

§ KissMetrics—authenticated-user-level data (paid)

§ Adobe SiteCatalyst (formerly Omniture)—geared toward understanding e-commerce behavior (paid)

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Owned-media case study: Seek or Shout

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Seek or Shout case study: results

Section Divider The power of structured text

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Mining internal troves of unstructured data

§ A new breed of language processing tools is deriving deep insights from customer conversations

§ Online social content and private data such as Web form submissions and CRM notes can be distilled into broad themes that can inform your messaging

Source: Collective Intellect

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Advanced text analytics have finally arrived

§ Going beyond mere sentiment detection, modern tools also extract context and the author’s intent

§ A bird’s eye view of structured text will show you what your customers are trying to ask you for

Source: OpenAmplify

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Google adds semantic results to search

§ “Amit Singhal, a top Google search executive, said in a recent interview that the search engine will better match search queries with a database containing hundreds of millions of "entities"—people, places and things—which the company has quietly amassed in the past two years.” --Wall Street Journal, March 15, 2012

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Intent analysis § “I have to ask my sister about which tablet PC to get. She

knows all about those.”

§ “So many tablets out there! Which one?”

§ I’m finally ready to get a tablet. Recommendations?”

Photo courtesy Brad Flickinger

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Case study: Cisco

§ Cisco used Lexalytics sentiment analysis capabilities to “determine which executives have the highest correlation to positively moving the stock price when they deliver positive news. They found that certain executives had a positive influence on the markets, while others actually had a negative influence because of the tone of their delivery.” --Jeff Catlin, Lexalytics

Photo courtesy Prayitno

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What’s next: Combining location data with structured text

§ Target specific cities or areas with high levels of intent

§ Concentrate marketing and promotions in these areas

§ Pivot as demand shifts in real time

Photo courtesy Karl Baron

Embrace Data-Driven Communications

April 2, 2012 Heidi Sullivan & Jay Krall