"predictive analytics: the future of social media"
TRANSCRIPT
Predictive Analytics The future of Social Media
David Uribe - Global VP/Creative Director at Asylum Marketing LLCCo-founder & CMO at smartBeemo LLC
Miami Ad School Professor
@david_digital
Digital made everything measurable…
Then it became a constant transformation
Now, we just cannot agree on what success is…
Because we’re focused on numbers, forgetting than numbers are the consequence… not the cause.
Do we want to know/see numbers or identify behaviors?
How do you measure qualitative behaviors then?
BIG DATA “Extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions.”1
1: Source: Google
What is the right method to find those patterns?We’re not even looking for them. Client/Boss happy = Happy agency.
Digital Mktg 2015: Data rich - Insights poor
Introducing: Predictive Analytics
Intelligent Data vs Big DataData - Patterns - Actions
How do we find valuable patterns?
Key: Mathematical AttributionValue to qualitative data (behavioral metrics) and enter the equation.
To find patterns: Mix quantitative (n) data with qualitative (b) data by attributing a value to what you
can’t directly measure / timeframe (t)
P = n * b (f) / t
Existing metric vs Creating a new metricWelcome to the metrics revolution
Example IThe social voice of a brand model
Content Pillar A Content Pillar B Content Pillar C Content Pillar D
30% 30% 30% 10%
Timeframe
= 7+%SustainedEngagement
Example IIDynamic Fluctuating Weighing System (DFWS)
Topic A: Product 33% Topic B: Gym 33% Topic C: Lifestyle 33%
Example IIIsmartBeemo’s scoring metric
Likes = 1Comments = 3Shares = 7
Now predict B*#ch!!
Fav = 1Rep = 3RT = 7
Example IVView-ability engagement metric
VEM = topic (x3) * ER * ATS / Tribe
ER = L + C Avg time spent = #”
Tribe = Targeted audience
Predicting is better than guessing
Science/Math rule the worldIt’s time for scientific social media marketing
Predict influential content Set the trend
$
Let’s not forget the essentials...
Content: SoMe Marketing has to be
Meet the Bee-mo Teamwww.smartbeemo.com