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

now.seo@gmail.com@webmetricsguru@smanalyticsbook

WebMetricsGuru.com

WebMetricsGuru INC.