measurement and analytics for social apps 18 may - speakernotes
DESCRIPTION
Presentation to London Facebook Developer Garage, May 18 2011, by Heather Stark.TRANSCRIPT
image: http://www.flickr.com/photos/paul_irish/2379958609/
Measurement and analytics for social apps
Heather Stark
@HAStark
InvestigateAnalyseInterpret
May 18 2011
Heather Stark
2
image: http://www.flickr.com/photos/paul_irish/2379958609/
The blind men and the elephant
Heather Stark
3
image: http://www.flickr.com/photos/paul_irish/2379958609/
The blind men and the elephant
Virality coefficient
Bag of words
StickinessratioBetweenness
centralityInfluencer identification
Cohort analysis
Multivariate testing
Customerlifetime value
Funneloptimisation
Communitydetection
Message cut-through
Heather Stark
4
image: http://www.flickr.com/photos/paul_irish/2379958609/
The blind men and the elephant
Heather Stark
5
image: http://www.flickr.com/photos/paul_irish/2379958609/
Measurement vs analytics
MeasurementHow many, how big?
Analytics Enough?Reliably different from X?What will happen next?ThresholdsTrendsClassification/segmentationComparisonInferencePrediction
WHAT SO WHAT
Heather Stark
6
image: http://www.flickr.com/photos/paul_irish/2379958609/
What kind of ‘what’ are we talking about?
Action ( , [ ], [ ])P1 PnOn
People
ObjectsActions Relations
Heather Stark
7
image: http://www.flickr.com/photos/paul_irish/2379958609/
Context-specific social actions Content-generic social actions
Social apps and social media
Applications
Domain-specificApp-specific
Media
Domain-specific
Objects
Actions
Share
Recommend
CreateModify
Display Delete
Platform-specificObjects Content
Content - Generic attributesDistribution: p2p, controlled, public …Source: user, user role, organisation …Referent: person, object, other content, …Relationship:self (versioning), other content (includes…)Persistence: real-time, asynch; transient, trace, …
App-specific
Platform-specific
Heather Stark
8
image: http://www.flickr.com/photos/paul_irish/2379958609/
Dimensions of difference: the ‘what’
Media/content evaluation
Social action dynamics
Social network structure
Application design testing
Customer lifecycle tracking
Impact, Favourability, Message cut-through…
Activity zone Sample measures (direct and derived)
Virality, Influencer/Opinion leader scoring…
Connectivity, Community identification, Assortative mixing…
Funnel health indices, App-specific measures
Acquisition channel tracking, Engagement, Retention…
Heather Stark
9
image: http://www.flickr.com/photos/paul_irish/2379958609/
Social network structure & dynamics
Structure
Dynamics
Centrality
Diffusion
Connectivity
Clustering
Heather Stark
10
image: http://www.flickr.com/photos/paul_irish/2379958609/
Dimensions of difference: the ‘so what’
Media/content evaluation
Social action dynamics
Social network structure
Application design testing
Customer lifecycle tracking
Activity zone‘So what’ secret sauce?
}
}(relatively) well-understood
‘Wild west’ – unexplored(possibly difficult, possibly rewarding…)
Heather Stark
11
image: http://www.flickr.com/photos/paul_irish/2379958609/
There IS an elephant in the room!
THIS IS AN ALPHA VERSIONFEEDBACK WELCOME
Media/content evaluation
Social action tracking
Social network structure
Design testing
Customer lifecycle
Onalytics draft draft draft draft draft
Radian6 draft draft draft draft draft
Lithium draft draft draft draft draft
Media6Degrees draft draft draft draft draft
Kontagent draft draft draft draft draft
Playnomics draft draft draft draft draft
Key strong focussome focusnot activeno info (yet)
THIS IS WRONG in at least some details….maybe more.BUT IS IT THE RIGHT WAY TO UNDERSTAND THE LANSCAPE?
But what kind of elephant? Here’s one way to start to think about it.
image: http://www.flickr.com/photos/paul_irish/2379958609/
Tomatoes?
@HAStark