Entity matching across social networks - the foundation of 1 to 1 marketing
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Date May 2014 Client Unilever Project Entity matching © System2 2014 Entity matching across social networks The most important CRM tool you’ve never heard of (and which doesn’t yet exist)
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Entity matching across social networks allows us to link separate social media accounts back to an individual on our own CRM. The advantages are myriad. We can priorities resources against our best customers, we can target our advertising more effectively. We can build better products and hire better people. Its a challenging data science problem, but the tools now exist....and best of all, entity matching is a natural hedge against increasingly expensive acquisition marketing on Google and other platforms. If brands use the foundation of entity matching to develop sophisticated 1 to 1 marketing practices, they can lessen their reliance on adwords and build better customer relationships.
Transcript of Entity matching across social networks - the foundation of 1 to 1 marketing
DateMay 2014
ClientUnilever
ProjectEntity matching
© System2 2014
Entity matching across social networks
The most important CRM tool you’ve never heard of (and which doesn’t yet exist)
DateMay 2014
ClientUnilever
ProjectEntity matching
© System2 2014
Business
Product & services
Marketing
System 2 - “Innovation everywhere”
We help senior executives in large organisations understand how they can act like their leanest, smallest, most agile competitor…..so they can build new products, experiences and marketing initiatives, faster and more efficiently that they ever thought possible.More here www.system-two.com
DateMay 2014
ClientUnilever
ProjectEntity matching
© System2 2014
What is entity matching?
Laura Kerr
CRM
Laura “Smith” Laura P. Kerr kerrl234 Right_stuff realz876Mummys_girl Lkerr_765Kerrmoney
Entity matching across social networks is figuring out which social media accounts are owned by the same person, and then matching them back to an individual on your company CRM
DateMay 2014
ClientUnilever
ProjectEntity matching
© System2 2014
Must be possible right?
Nobody does it yet…(they say they do…but they don’t)
DateMay 2014
ClientUnilever
ProjectEntity matching
© System2 2014
Imagine….
…targeting and personalising your messages at the individual level, by platform…
…customer services agents having everything a customer had said about your brand before they spoke to them…
…your sales team knowing everything a potential lead has said about competitor products (Radian6 and Saleforce is meant to do this – but it doesn’t)
…seeing what people had posted in social network before you hired them
…new product development able to grade suggestions from real customers and those who never had used your product
DateMay 2014
ClientUnilever
ProjectEntity matching
© System2 2014
Is it possible?
The academic literature is starting to think so…
DateMay 2014
ClientUnilever
ProjectEntity matching
© System2 2014
What’s the proof of concept?
Build
Measure
Learn
•Good data – social media data aggregators•Good data science
•User names / data provided• Image recognition•Geo-location•Semantic / linguistic•Topic
•More propensity modelling to match aggregate profile with CRM record
•Usage cleans and augments the data
Stage 5In life
Stage 4Match
Stage 3Aggregate
Stage 2Data and team
•Find a client with a straight-forward first use case
Stage 1Setup
DateMay 2014
ClientUnilever
ProjectEntity matching
© System2 2014
“It's Cheaper to Keep 'Em”
Stop trying to acquire and focus on retention
Entity matching is the hedge against (increasingly) expensive acquisition marketing on Google, Facebook and other platforms…..
DateMay 2014
ClientUnilever
ProjectEntity matching
© System2 2014
Thank you
Phone
+44 (0) 20 3322 1241
Office
86-90 Paul street, London, ec2a 4ne, United Kingdom
Web
www.system-two.com
