Marshall Sponder Webmetricsguru.comNovember 23rd, 2010, London

Refining Business Insights Using Online Listening

Platforms

Confusion and Uncertainty surround vast number of Analytics Service Providers, Clients, needs and wants

Effective Listening requires mapping information against a model

• Each Business and each Business Sector is different. We need to understand how the business functions, and map it to how we measure.

• Understand Business Context in order to make online listening effective (i.e.: how does online behavior map back to a business need) then map Business Context to Measurement Context.

• Learn to translate information monitoring and analytics platforms gather and map these to business processes and ultimately to business reports.

Stakes are High, How do you choose?

Needing to know enough about you to know what your don’t know that is different than what you want to

hear

Being in the position to ask the right questions

to get the insights you really need isn’t easy

Getting to the right answers starts by gathering contextually relevant information

• Know what a client really needs to know (often unarticulated, start with needs analysis and gap analysis).

• Find out what to “listen for” (define as specific phrases, often complex keyword queries).

• Organize monitoring around the questions we are trying to answer and make sense of for the clients (and for ourselves).

Choosing the Right Tools

Choosing Tools Wisely .. Or Not!

Technology and implementation choices have a profound impact on time spent listening and gathering information and ultimately, providing insight.

• Information flow growing so quickly everyone has a fragmented view of what is available. Platform consultants such as myself, are more aware of what is going on “out there” and can advise on choices.

• Choices are often made without fully understanding what is available (both vendor & clients share this problem) create much longer workflow. More expansive to support and producing employee dissatisfaction.

Choosing Wisely

• Ability to organize, synthesize information quickly. Able to build very complex models (taxonomies)

• Merge keyword based search technologies with semantic capabilities (machine learning)

• Able to handle massive query strings (as there are massive amounts of data to collect and process, more every day).

What does the Right Choice look like?

Cut down workflow, increase quality of output

• Digital Strategy most effective when creativity is married with a deep mastery of technical platforms used to deliver messaging and listen for responses (& engage audience with).

• Entire teams should understand and master all aspects of the technologies used to listen and engage.

• Ensure that whatever is promised to clients can be delivered comfortably.

• If strategy and technology are done well, no one needs to work more than 40-50 hours a week. Long hours are a function of broken internal processes and bad technology choices (often difficult to back out of).

Social Media Strategy + Technology

can run massive amounts of data very quickly

Keyword Query is several pages long – most platforms can not handle such a query. Analysis of client’s data requires more powerful platforms and technologies than most companies end up using.

Integrasco’s Open Sourced Technology

Most use cases above require processing massive amounts of data quickly

Vodafone Use Case

Integrasco’s platforms leverage several technologies and expertise to provide comprehensive solutions

Integrasco’s Monitoring Platform acts as a hub, collecting data and mapping it in a useful way so it

can be acted upon.

• Find out what to listen for and marry your business goals with your measurement processes.

• Technology can make or break your business, need to know what’s out there and make the right choices.

• The wrong technologies make more work to do, the right technologies eliminate much of the work.

• Platforms that can handle very large datasets are needed for more complex problems, and these platforms are becoming more in vogue today.

Executive Summary

Marshall SponderWebmetricsguru.com SocialMediaAnalyticsBook.com@webmetricsguruNow.seo@gmail.com