Guestlecture Online & social media data, for masterstudents Business Administration
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ONLINE MARKETING & ONLINE DATA RADBOUD UNIVERSITY – 22 OCTOBER 2014
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Presentation with inspiring examples of utilizing online data, and in particular social media data. The audience were students of the master Business Administration at Radboud Universiteit Nijmegen. (22 October 2014)
Transcript of Guestlecture Online & social media data, for masterstudents Business Administration
ONLINE MARKETING & ONLINE DATARADBOUD UNIVERSITY – 22 OCTOBER 2014
DANNY OOSTERVEER@DannyOosterveer | [email protected]
Datasexual
Social media
Webdevelopment
Analytics
Author of 3 books on the state of online marketing in the Netherlands
FACEBOOK?
TWITTER?
IN 5 YEARS?
HYPE?
WHAT’S GOING ON?
THE SIGNIFICANCE OF SOCIAL MEDIA (FOR REAL)
DE EEUW VAN MIJN VADERGeert Mak (1999)
INDUSTRIALISATION
MASS PRODUCTION
MASS COMMUNICATION
TRANSMISSION MODEL1-WAY COMMUNICATION
INFORMATION OVERLOAD
CHOICE OVERLOAD
THEN CAME THE INTERNET
“INTERNET IS THE NEW GREAT EQUALIZER”
MOBILE = BIG FACILITATOR
THE SAME STORY, BUT NOW IN A MODELFROM MASS COMMUNICATION TO INTERACTIONFROM GREAT POWER DISTANCE TO A MORE EQUAL LEVEL
WHAT DOES THIS MEAN FOR ORANISATIONS?FROM PUSH TO PULL
NETWORK ORGANISATIONS
CONCLUSION: INTERNET, AND SOCIAL MEDIA SPECIFICALLY, HAVE CHANGED COMMUNICATION FOR GOOD
YOU’RE FAMILIOUR WITH THIS…
QUESTIONNAIRES
ASSUMPTION OF RATIONALITY
TOO MANY DECISIONS
RATIO FOLLOWS DECISIONS
"If someone asks you, 'Why did you do that?' your brain will just make something up" organizational behavior expert Daylian Cain (Yale University)
SHORTCUTS: AUTHORITY
SHORTCUTS: CONFORMITY
TMI !
NO NEWS FOR MARKETING
MY MASTER THESIS
OBSERVING ACTUAL EVENTS
OBSERVING ACTUAL EVENTS
MY MASTER THESIS
+ 30 brands+ 10 weeks+ A lot of customers= ±250.000 records
MY MASTER THESIS
+ 30 brands+ 10 weeks+ A lot of customers= ±250.000 recordsequals SPSS problem
MY MASTER THESIS
+ 30 brands+ 10 weeks+ A lot of customers= ±250.000 recordsequals SPSS problemequals frustration
DOWNSIDE: TIME
REALITY
WE ISOLATE AND ANALYZE TOPICS
WE ISOLATE AND ANALYZE TOPICS
AND PLACE THEM BACK IN REALITY
“PROJECT BLOGAUTHORITY”
“PROJECT BLOGAUTHORITY”
ADVERTISING: MORE RELEVANT TARGETING
ADVERTISING: MORE RELEVANT TARGETING
SOCIAL MEDIA MONITORING: COOSTO
SOCIAL MEDIA MONITORING
SOCIAL MEDIA MONITORING
SOCIAL MEDIA MONITORING
SOCIAL MEDIA MONITORING
REALTIME USING ALGORITHMS AND API’S
ADVERTISING: REALTIME BIDDING
A MENTAL EXERCISE: FACEBOOK
LIKE A SCORE CARD
A MENTAL EXERCISE: FACEBOOK Affinity score• The number of connections you share• The number of interactions• Whether you’ve visited eachothers profiles• Defined relationship ‘family’, ‘close friends’
Object weight• The amount of post interactions from other users (1. Shares, 2. Comments, 3. Likes, 4
Link clicks, Post clicks)• Post type (image, url, text,..)• Negative feedback (e.g. Unlikes, hide post, spam complaints)• User device• Behavioural profiles (e.g. Gamers, photo-uploaders, page-admins)• Interests
Time decay• Recent posts have more weight• Story bumping• Last actor
WEBANALYTICS
ONE LINK…
…CAN HAVE A BIG EFFECT
BIG DATA
Big data is high-volume, high-velocity and high-variety information assets
ACTUAL DATA
BIG DATA EXAMPLE: REALITY ANALYSIS
BIG DATA EXAMPLE: COVER
BIG DATA EXAMPLE: GOOGLE NOW
BIG DATA’S MAGIC: PREDICTION
“PRE-CRIME”
BIG DATA EXAMPLE: PREDPOLE
BIG DATA EXAMPLE: PREDICTION
BIG DATA EXAMPLE: TARGET
BIG DATA EXAMPLE: UBS INVESTMENT
BIG DATA: GEEN TOVENARIJ
BIG DATA, BLACK BOX?
“CAN I USE ACTUAL DATA?”
BIG DATA IS, FOR MOST OF US, FAR AWAY. IN THE MEANWHILE, DO AWESOME STUFF
THE WORLD NEEDS ‘DATA SCIENTISTS’
