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“Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World” Sam Phillips, Founder and CEO Glide Technologies

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Sam Phillips' presentation at Internet World, on 27th April 2010 in the Email, Mobile and Analytics Theatre

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Page 1: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

“Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially

Networked World”

Sam Phillips, Founder and CEO Glide Technologies

Page 2: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

The engaged web

Page 3: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

The engaged web

• The engaged web is organic, asymmetrical and fluid• The organisation sits in the middle; surrounded and

exposed to a landscape of influencers that is constantly changing and inter-connecting in real-time

• The engaged web will continue to have a profound effect on businesses and how they manage their reputations – demanding transparency and visibility

Page 4: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

Reputation firewall

Page 5: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

Reputation firewall

• People are empowered by online communities which give them a voice - this is just the beginning

• No business can afford not to know what’s being said about their brand

• If a corporate firewall protects the organisation’s knowledge and IP, buzz monitoring helps protect the organisation’s reputation.

Page 6: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

The currency of speed• Organisations that spot

things early and have the ability to respond quickly and effectively, will have significant competitive advantage

• Measurement and metrics that can track patterns and trends as they happen are powerful tools that can aid good business decisions

Within 24 hours, The Tories responded with their own version

Labour put out this campaign

Page 7: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

Right time analytics

• We need to be able to analyse information in real-time, but we also need to get the picture at the right time

• Measurement is evolving from ‘what has happened’ to ‘why it’s happened’

Page 8: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

Key measurement challenges

Measuring reputation effectively requiresmeasurement of all reputational influence,systematically and within a blendedenvironment

Page 9: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

First key challenge

Sentiment is no longer fixed, but fluid and rapidly changing

Page 10: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

Fluctuating sentiment• A positive comment may later be

followed by a slew of negative comments only to later revert to more positive statements

• Sentiment must be captured, measured and delivered in a timely fashion

• Requires technology that can constantly harvest, track and analyse an evolving dialogue across multiple digital properties

• More important to look at trends, not posts or specific articles

Page 11: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

Second key challenge

What is good? What is bad?Take the following example...

Page 12: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

Second key challenge

• Who could argue that is a positive news story?• BUT it could be bad news for a company

marketing cancer therapies, for example• Sentiment, therefore, depends on your point

of view • We need to be able to look at the world from

a multitude of angles

Page 13: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

Different angles

• Technologies are emerging that give us the ability to adjust the viewpoint from which we look at data at the click of a button

• Imagine being able to view the world instantly through your competitor’s eyes or turn things around and view data either from a CSR or Investor viewpoint

• We need this multi-perspective capability if we are to get the best business intelligence

Page 14: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

Third key challenge The engaged web has its own language

• The syntax used on properties such as Facebook and Twitter is very different to that of conventional prose

• These elements require a very different set of algorithms to deliver effective analysis

• Sentiment analysis engines built around dictionary-based models are constantly out-of-date

• New rules-based methodologies operate by analysing grammar and context that have the ability to self-learn and automatically adapt to language change as it happens, keeping them ahead of the game

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If we’re finally able to tackle these kinds of issues are we finding the Holy Grail or just indulging in some comedy?

The holy grail

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Engage listening• Many tools have tried and largely

failed to succeed in using technology to analyse content for sentiment and meaning

• It is finally being cracked and the world will soon be divided between those companies that have good reputation-management tools and those that don’t

• The aim of using such tools is not to replace the person but to elevate the human role to high level analysis and decision-making

Page 17: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

Don’t forget to engage!

• Market-leading companies are changing the way they communicate, putting far more effort into creating dynamic, discoverable content that is easy to digest and propagate

• Take Motorola, for example

• Integrated platforms provide one place where all the elements of measurement and engagement are linked

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1. The complexity and sophistication of user’s behaviour online will increase to more closely mirror the complex relationships and influence that we have in our offline livesMeasurement tools will evolve to track these behavioural paths but also take these patterns and translate them into forecasts

2.Measurement tools will learn not to just analyse words but all parts of the story-teller’s armoury including pictures, video and graphics

Two future trends I foresee

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Perhaps someday we’ll have a measurement tool that’ll be capable of telling us the sentiment in this photo!

Page 21: Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World

Sam Phillips+44 (0) 7803 174 [email protected] www.glidetechnologies.com@glidetech