Digital Marketing to the Digital Self: Winning with Social & Predictive Marketing

Transcription

1 PREDICTIVE SOCIAL MARKETING MEDIA Digital Marketing to the Digital Self: Winning with Social & Predictive Marketing Matt Langie Adobe

2 Matt The Four Challenges to Measuring ROI from Social Media & How to Solve Them 2

3 ADOBE AND Social Marketing 3

4 4

5 So, what. What does that mean for our business? 5

6 Key challenges in social media STRATEGY METRICS ORGANIZATION TECHNOLOGY What am I trying to accomplish? How will I know I ve been successful? What resources or cultural change is required? What tools do I need? 6

7 Connect social media objectives to business objectives Business Objective Reduce costs Business Metric Reduce call center volume Social Media Objective Percentage of inquiries resolved via social media Courtesy of Altimeter Group (A Framework for Social Analytics, 2011) 7

8 Start with the customer How do our customers use the channel, and what they want out of it? What are the valuable methods for us to engage? What are the business realities that need consideration? 8

9 Key challenges in social media STRATEGY METRICS ORGANIZATION TECHNOLOGY What am I trying to accomplish? How will I know I ve been successful? What resources or cultural change is required? What tools do I need? 9

10 There is no single ROI for social media. RICHARD BINHAMMER, DELL INC. 10

11 BRAND HEALTH Share of voice, brand sentiment/favorability, crisis identification, influence CUSTOMER EXPERIENCE Attitudes, conversation and behavior OPERATIONAL EFFICIENCY Call containment/deflection, Advocate identification MARKETING OPTIMIZATION Campaign performance, content performance, channel performance REVENUE GENERATION Direct revenue impact, revenue contribution, impact on other direct channels 11

12 Key challenges in social media STRATEGY METRICS ORGANIZATION TECHNOLOGY What am I trying to accomplish? How will I know I ve been successful? What resources or cultural change is required? What tools do I need? 12

13 Analysts Social Media Practitioners 13

14 Consider the resources you have or need 1. Identify who has the domain expertise, analytical skill and tool mastery 2. Make measurement and analytics an ongoing, collaborative effort 3. Begin giving equal preference to both result-oriented and activityoriented metrics 14

15 Key challenges in social media STRATEGY METRICS ORGANIZATION TECHNOLOGY What am I trying to accomplish? How will I know I ve been successful? What resources or cultural change is required? What tools do I need? 15

16 Two necessary ingredients to qualify technology 1. Collect the right data 2. Turn the data into insights 16

17 The three types of data Data Type Where it comes from What it tells you What it s used for First Party Analytics Tools Facebook Page/App interactions Shortened links Business results Linking engagement to business impact and purchase behavior Second Party Social Networks (Facebook, Twitter, etc ) Likes Comments Retweets Fans Followers Engagement Interactions Third Party Social Media Monitoring Tool Mentions Sentiment Trend monitoring Influencer identification 17

18 Key challenges in social media STRATEGY METRICS ORGANIZATION TECHNOLOGY What am I trying to accomplish? How will I know I ve been successful? What resources or cultural change is required? What tools do I need? 18

19 Quantified and drove a 15% increase in bookings attributed to Facebook VIRGIN AIRLINES Virgin America 19

20 57% increase in average order value from social media referrals American Eagle Outfitters 20

21 ADOBE AND Predictive Marketing 21

22 Organizations need to focus on more than just yesterday s weather 22

23 What is Predictive Analytics? Web Analytics Hindsight Insight Descriptive Foresight Prescriptive Use data mining & statistical modeling estimate potential outcomes. 23 Predictive Analytics to

24 Quant or No Quant Today s Digital Marketer: Rely heavily on teams of statisticians, mathematicians, and other PhDs Tomorrow s Digital Marketer: Empowered through innovations in modeling automation and data visualization 24

25 Benefits of Predictive Marketing Provide value from Analysts to Technology Experts & Web Content Managers Digital Marketer Advertiser Publisher Web Manager Analyst Technology Expert Social Media Manager CRM Manager Challenges Solved with Predictive Marketing Which audience variables are most predictive of increasing CTR? How much advertising inventory is forecasted for next week? How long should a new article be on the homepage? Which customer website actions are most predictive of conversion? Which variables should be tracked for future predictive modeling? What is the forecasted sentiment of a specific Twitter post? Which customers are most likely to respond to a cross-sell offer?

26 Case Study: Audience Identification / Segmentation LEADING MEDIA ENTERTAINMENT COMPANY Cluster Analysis Identified visitor segments and affinity to key site sections. Identified breakdown in visitor behavior and site content Determined strength of relationship between various visitor segments. Logistic Regression Defined probability and most likely path to conversion Created targeting segments for personalization and identified optimization opportunities 26

27 Case Study: Forecasting Model, Visitor level summary aggregation, PM Model Development LEADING TECHNOLOGY COMPANY Increased marketing channels revenue contribution by 150% and identified potential $4mm site optimization opportunity. Time-Series Forecasting: Identified expected revenue and traffic volumes by channel. Regression Analysis Identified site sections, events, and behaviors contributing towards revenue and their relationship strength. Data Mining and Correlation Identified optimal entry pages from campaigns. Identified site engagements with highest probability to convert.

28 What to takeaway 1. Remember that social media measurement begins with your business objectives 2. Use social metrics the whole business understands, while recognizing social nuances 3. Use predictive capabilities to gain actionable insights 4. The best way to predict the future is to invent it! 28

29 ADOBE Social Marketing Predictive Marketi You