leveraging big data
TRANSCRIPT
Leveraging Big Data How to drive strategy, insights and tactics from digital signals
December 2012
AMA Event #tag:
#AMAVES
Panelists
Paige Musto
Sr. Mgr., PR & Social Media
Act-On Software
Twitter: PR_Maven
Jeff L. Herrmann
Chief Revenue Officer
Fathom
Twitter: JeffLHerrmann
The definition and meaning of „Big Data‟ to marketers
How to use social media analytics to optimize integrated marketing
activities and increase sales effectiveness
Honing in on the social media analytics that matter and why
sentiment tracking is important for your business
Use-case examples of how companies have harnessed „Big Data‟
to drive conversions and revenue
Key Takeaways for Today
Regardless of size or vertical market, today‟s businesses have moved online
yielding massive amounts of data and competitive intelligence containing a
multitude of digital signals
“Closed loop” marketing is finally here
Leveraging social media analytics is critical to your business strategy
The Situation
Source: Marketing is the next big money sector in technology
BIG DATA
Social Media
Online
Campaign
Results
(PPC)
Organic (SEO)
CRMBehavioral
(Website)
Marketing
Demographic
Appends
What is Big Data to a marketer?
Social Media‟s Role
in
Integrated Marketing
Social’s Role in Integrated Marketing
Social’s Benefit to Integrated Marketing
• Influencerankings
• Naturally build inbound links
• Broadendistribution for great content
• Increase visibility
• Refine ad and page copy
• Leverage metrics & demos to build better display
• Use to drive engagement and views
• Use the most “shared” content to build e-newsletter
• Merge Facebook app user data with e-mail database to create new segments and predictive models
• Determine better lead scores with social follower information
• Great video content is highly sharable across social channels
• Videos break up monotony of text and static images
• YouTube analytics can be merged with other social metrics for additional insights and trends
• Use social analytics to refine editorial calendar
• Look at competitor share of voice
• Use social sharing buttons to enable viewers to share and promote
Social’s Impact on Integrated Marketing
Via SEOmoz
Use-ability
Make audience participation easy
Like-ability
Create timely and compelling content
Share-ability
Provide tools to spread your message
Find-ability
High visibility gets traffic
Success-ability
Measure, analyze, adjust
Ways to Better Integrate
Actionable Social Analytics
Lead Gen Sales Awareness
Focus on Key Performance Indicators
Engagement metrics tied to lead generation
Sales and Brand awareness metrics
Make audience participation easy
Lead Generation
Effectiveness
New Leads
Total # of Leads
Social Sales
Effectiveness
Social Generated Sales
Total # of Sales
Share of Voice
New Conversations
Mentioning Brand
Total # of Sales
Case StudyDevelop Nurturing Program Informed by Data
Mining to Drive Conversions
Case Studies: Using Social Analytics
Fashion
Manufacturing
Health Care
Turn your digital marketing output (Big Data) into an asset
Develop segmentation and targeting programs
Yield higher conversions and ROI
Optimize best path buying cycles
Automate targeted and relevant messaging – right message, right time
Leverage always-learning model to score and recalibrate strategy
Eliminate silos between digital marketing (inbound) tactics
Make your CFO fall in love with marketing
Turn your Big Data into Revenue!
Sign up for a demo
Act-on.com
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Call: (877)530-1555
Email: [email protected]
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