Media math july 11th classical wa sponder & matthews - part 1 deck
Looking into the future with web media analytics marshall sponder - montreal - 5-15-12
-
date post
13-Sep-2014 -
Category
Technology
-
view
6.486 -
download
3
description
Transcript of Looking into the future with web media analytics marshall sponder - montreal - 5-15-12
Future of Analytics Marshall Sponder, Founder, W
ebMetricsG
uru
85
We’re drinking from the social media fire hose
Massive data to process and make sense of it all But … We Don’t Need to boil the ocean!
Internet Abundant with Predictive Signals
Beyond Listening: Reinventing Social Media Monitoring
If a status update reaches a social network but no one sees it, does it exist?
Are people using the wrong solutions to
determine what people are saying?
@listening as a use case … Why Bother??
“the problem with social is that there is so much data - there’s 40 or 50 data points that you can measure and you have to figure out whether they are important. Some of those measurements are fundamentally not important.
Next Steps in Business Intelligence
1960 - 2010: Business intelligence = Enterprise database reports
DB/DW Bus
App Server
Application
Reporting
Unstructured contentStreams
Cloud deployment
2010 - : Web emerges as go to source for Intelligence
Pain!!
“I’m drowning in data and documents from the internet but I need actionable insights”
• Broad listening across the internet
• Focused on keyword matches
– Mentions of• Brand name “Starbucks”• Product names “Frappuccino”
• Produces valuable insights, but is exploratory in nature, as a result, it can not answer tactical questions and is not scalable.
Blogs
Social Networks
News Sites Trade Sites
Forums Press
8 Brand Monitoring Challenges
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
Too Much To Read
No ProcessSuccess Undefined90 % Unstructured
Time ConsumingHard to Scale
esp. at the beginning
Problems we all face with Social
“Lens” approach using Boolean queries and saved
datasets don’t seem to work very well
http://www.youtube.com/watch?v=4Y-SVxnVOv8
"housing solution"~2 AND "rhode island" AND "foreclosure", "road home program"~3 AND "foreclosure", "home loan modification"~4 AND "foreclosure", "jobless rate"~3 AND "foreclosure", "bankrupcy" AND "foreclosure" AND "housing" AND "obama", "rhode island housing"~3 AND "forclosure", "foreclosure prevention funds"~5, "bank foreclosures rhode island"~4 AND "obama", "selling house"~4 AND "foreclosure" AND "obama", "hardest hit fund"~4, "national foreclosure mitigation"~6, "homeowner stability initiative"~5 AND "obama", "roadhome program"~2, "hud homes rhode island"~3 AND "obama", "foreclosure settlement"~4 AND "25 billion"~2 AND "obama", "fannie mae freddie mac"~10 AND "foreclosure", "keeping people in their homes"~4
Radian6 Query on Foreclosures in Rhode Island
Monitoring has become too complex
~20+ Issues (profiles) permutations much too expensive (RI Congressional Race)
Best Solutions Designs
And we don’t get our “Pie in the Sky”
New Solutions Lie in …• Adding additional dimensions to the data (i.e.:
time, place)• Adding Custom Taxonomies, Lexicons and data
mashups helps, if done well and cleanly• Customizing the source data feeds• Customizing Data Extraction from Pages Crawled• Defining what your goals are• Defining what, when, where and how your going to
accomplish your goals• Define your Key Performance Indicators that tell
you if you hit or missed your goal targets
3 SOLU
TION
S
Recorded Future
Web is Loaded with EventsSilicon Valley executives head to Vail, Colo. next week for the annual Pacific Crest Technology Leadership Forum
The carrier may select partners to set up a new carrier as early as next month
“2010 is the year when Iran will kick out Islam. Ya Ahura we will.”
“... Dr Sarkar says the new facility will be operational by March 2014...”
Drought and malnutrition hinder next year’s development plans in Yemen...
“...opposition organizers plan to meet on Thursday to protest...”
“Excited to see Mubarak speak this weekend...”
“According to TechCrunch China’s new 4G network will be deployed by mid-2010”
“Strange new Russian worm set to unleash botnet on 4/1/2012...”
From Keywords to Timelines
Timelinethe World/Web
“Record what the world knows about the future”
Baghdad Next Week - Google
Baghdad Next Week – Recorded Future
Baghdad Next Week – Recorded Future
Montreal This Week – Recorded Future
Recorded Future Architecture
70,000 Real-time Sources
3+ Billion Time-tagged Facts
100,000 future events/day
The RF temporal timeline is unique – the closest analogy is Google Trends and Google Insights for search, that do employ some predictive analysis, but only for traffic volume, not events.
Kindle Fire AND iPad
Mobile 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
VenueLabs – G
eo-Location AnalyticsActionable Intelligence gleamed from
LBS instead of exploratory insights from SMM
Topic Sentiment Influence
Engagement
They mess up here A LOT! If I wasn’t in a rush nor a coffee addict I would go somewhere else!
Traditional Insights Location Date /Time
Staff Working ManagersLocal Context Unit Sales
Nearby Competitors
New Insights
VenueLabs solves Local Data Gap Example
They mess up here A LOT! If I wasn’t in a rush nor a coffee addict I would go somewhere else!
70% data is UV
New York Art Instance - VenueLabs
Most active Museums?
Detailed Stats on each location
Local Data Analytics
of Museums
Online Visitation
http://www.museum-analytics.org/
Local Data Analytics
of Museums
In PersonVisitation
Local Data Analytics of Museums – adding location automatically makes info more
actionable (context)
Facebook & Twitter
Connecting Engagement To Conversions campalyst.com
Google Social Reports Cannot connect the dots to ROI (yet) though Campalyst, Can.
Google Social Reports Cannot connect the dots to ROI (yet) though Campalyst, Can.
Not enough information – Google cannot connect the dots back to the original post that generated the referral, but Campalyst does.
Campalyst ties cause and effect for Twitter and Facebook better than any other platform I’ve yet seen – marshall sponder – WebMetricsGuru.com
Campalyst can also find the brand advocates that generate the most traction and engagement for a brand or website.
And what is an Analytics Plan, Anyway?
Sample Analytics Plan
Salvage the reputation of the Romanian 20th century composer, George Enescu
Classical music institutions, enthusiasts, and musicians alike
Ideally GeorgeEnescu.com A 6 month campaign period
Online videos, online networking, podcasts, musicological research
Personal blog, radio stations, youtube, musicological conferences, etc.
Enescu’s art ought to be enjoyed and celebrated as the work of a deserving, 20th-century master
Program to promote the musicians and orchestras who wish to explore Enescu’s work
Popularity on Google Trends
New business connections and partnerships
Goal: Audience:
Location: Timing:
Vehicle: Venues:
Message:
Program:
Metrics/KPI’sNew visitors to website
Among
Through/ With
Ask fans and customers to
Regarding the
Success will be judged by
Youtube statistics
Example of a Student’s Goal – Resurrecting George Enescu’s Work
Increase my blog traffic to 50 views FIFA Soccer Video game players
Online Spring Semester 2012
Targeted keywords, vocal commentary & screen capture of the game in action, link to other wordpress blogs
Wordpress, Facebook, Twitter, YouTube, Facebook groups
Watch video, post comments, ask questions regarding how to play
Teaching people how to play FIFA successfully
Number of visitors to blog Video Views
Goal(s): Audience:
Location: Timing :
Vehicle (how your going to do it): Venues (where your going to do it):
Message (Call(S) to Action):
Product / Service / Program
Metrics/KPI’s
Retweets
among
through/ with
ask fans and customers to
Regarding our
Success will be judged by
Example of a Student’s Goal – Increase Soccer Video Blog visits
Increase exposure of artwork/get name in public eyes
General public/ art collectors/ art community
Internet/ studio Next two years
Internet promotion/networking
Internet and world of mouth amongst community members
Artwork (painting and sculpture), conversation amongst art community
Blog views Amounts of comments/conversation
Goal(s): Audience:
Location: Timing :
Vehicle (how your going to do it): Venues (where your going to do it):
Message (Call(S) to Action):
Product / Service / Program
Metrics/KPI’s
among
through/ with
ask fans and customers to
Regarding our
Success will be judged by
Example of a Student’s Goal – Get Art Exposure
Summary• The Future of Analytics is with
Actionable Data
• Actionable Data comes from adding contextual information and metadata in meaningful ways related to your business or organizational goals.
• You need a Plan (the right one) to execute, together with the metrics, audience, timing, venue, program /vehicle and KPI’s to succeed with Analytics of any kind.
Marshall SponderWebMetricsGuru INC.
www.webmetricsguru.comwww.smabook.com
[email protected]@webmetricsguru@smanalyticsbook
WebMetricsGuru.com
WebMetricsGuru INC.