guestlecture online & social media data, for masterstudents business administration

ONLINE MARKETING & ONLINE DATARADBOUD UNIVERSITY – 22 OCTOBER 2014

DANNY OOSTERVEER@DannyOosterveer | danny@marketingfacts.nl

Datasexual

Social media

Webdevelopment

Analytics

Author of 3 books on the state of online marketing in the Netherlands

FACEBOOK?

TWITTER?

IN 5 YEARS?

HYPE?

WHAT’S GOING ON?

THE SIGNIFICANCE OF SOCIAL MEDIA (FOR REAL)

DE EEUW VAN MIJN VADERGeert Mak (1999)

INDUSTRIALISATION

MASS PRODUCTION

MASS COMMUNICATION

TRANSMISSION MODEL1-WAY COMMUNICATION

INFORMATION OVERLOAD

CHOICE OVERLOAD

THEN CAME THE INTERNET

“INTERNET IS THE NEW GREAT EQUALIZER”

MOBILE = BIG FACILITATOR

THE SAME STORY, BUT NOW IN A MODELFROM MASS COMMUNICATION TO INTERACTIONFROM GREAT POWER DISTANCE TO A MORE EQUAL LEVEL

WHAT DOES THIS MEAN FOR ORANISATIONS?FROM PUSH TO PULL

NETWORK ORGANISATIONS

CONCLUSION: INTERNET, AND SOCIAL MEDIA SPECIFICALLY, HAVE CHANGED COMMUNICATION FOR GOOD

YOU’RE FAMILIOUR WITH THIS…

QUESTIONNAIRES

ASSUMPTION OF RATIONALITY

TOO MANY DECISIONS

RATIO FOLLOWS DECISIONS

"If someone asks you, 'Why did you do that?' your brain will just make something up" organizational behavior expert Daylian Cain (Yale University)

SHORTCUTS: AUTHORITY

SHORTCUTS: CONFORMITY

SHORTCUTS: ENVIRONMENTAL FACTORS

TMI !

NO NEWS FOR MARKETING

MY MASTER THESIS

OBSERVING ACTUAL EVENTS

OBSERVING ACTUAL EVENTS

MY MASTER THESIS

+ 30 brands+ 10 weeks+ A lot of customers= ±250.000 records

MY MASTER THESIS

+ 30 brands+ 10 weeks+ A lot of customers= ±250.000 recordsequals SPSS problem

MY MASTER THESIS

+ 30 brands+ 10 weeks+ A lot of customers= ±250.000 recordsequals SPSS problemequals frustration

DOWNSIDE: TIME

REALITY

WE ISOLATE AND ANALYZE TOPICS

WE ISOLATE AND ANALYZE TOPICS

AND PLACE THEM BACK IN REALITY

“PROJECT BLOGAUTHORITY”

“PROJECT BLOGAUTHORITY”

ADVERTISING: MORE RELEVANT TARGETING

ADVERTISING: MORE RELEVANT TARGETING

SOCIAL MEDIA MONITORING: COOSTO

SOCIAL MEDIA MONITORING

SOCIAL MEDIA MONITORING

SOCIAL MEDIA MONITORING

SOCIAL MEDIA MONITORING

REALTIME USING ALGORITHMS AND API’S

ADVERTISING: REALTIME BIDDING

A MENTAL EXERCISE: FACEBOOK

LIKE A SCORE CARD

A MENTAL EXERCISE: FACEBOOK Affinity score• The number of connections you share• The number of interactions• Whether you’ve visited eachothers profiles• Defined relationship ‘family’, ‘close friends’

Object weight• The amount of post interactions from other users (1. Shares, 2. Comments, 3. Likes, 4

Link clicks, Post clicks)• Post type (image, url, text,..)• Negative feedback (e.g. Unlikes, hide post, spam complaints)• User device• Behavioural profiles (e.g. Gamers, photo-uploaders, page-admins)• Interests

Time decay• Recent posts have more weight• Story bumping• Last actor

WEBANALYTICS

ONE LINK…

…CAN HAVE A BIG EFFECT

BIG DATA

Big data is high-volume, high-velocity and high-variety information assets

ACTUAL DATA

BIG DATA EXAMPLE: REALITY ANALYSIS

BIG DATA EXAMPLE: COVER

BIG DATA EXAMPLE: GOOGLE NOW

BIG DATA’S MAGIC: PREDICTION

“PRE-CRIME”

BIG DATA EXAMPLE: PREDPOLE

BIG DATA EXAMPLE: PREDICTION

BIG DATA EXAMPLE: TARGET

BIG DATA EXAMPLE: UBS INVESTMENT

BIG DATA: GEEN TOVENARIJ

BIG DATA, BLACK BOX?

“CAN I USE ACTUAL DATA?”

BIG DATA IS, FOR MOST OF US, FAR AWAY. IN THE MEANWHILE, DO AWESOME STUFF

THE WORLD NEEDS ‘DATA SCIENTISTS’