#3mthinktank // @chuckhemann on twitter building your digital analytics capability: how to develop a...
TRANSCRIPT
#3MThinkTANK // @chuckhemann on Twitter
Building Your Digital Analytics Capability: How to Develop a Competitive Advantage For Your Business
3M ThinkTankAugust 15, 2013Chuck Hemann, Group Director, Analytics at WCG@ChuckHemann
#3MThinkTANK // @chuckhemann on Twitter
#3MThinkTANK // @chuckhemann on Twitter
#3MThinkTANK // @chuckhemann on Twitter
The communications landscape is changing…But that’s not why I’m here
#3MThinkTANK // @chuckhemann on Twitter
We can get better information by observing and asking consumers their opinion right now, based on the exact city they live in, and the exact interests they have, and the places they hangout online.
Real Time research provides better information
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How is Research Changing to Meet the New Communications Landscape?
10 Trends in Digital Analytics
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Open, unfiltered channels Real-time market-driven conversations Engaged customer and partner communities Early warning system for competitive intelligence Hard to make a move without some digital footprint Lots of noise to filter, but plenty of valuable signal
Social Channels = New Frontier for Research
#3MThinkTANK // @chuckhemann on Twitter
#1 – (Tool) Buyer Beware
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#2 – Two Clear Listening Models Emerging
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#3 – HR, Sales, Product Development, Customer Service Join the Digital Data Party
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#4 – We Drop “Social” from Social CRM
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#5 – Companies Begin to Hire Internal Resources
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#6 – Command Centers are Valuable… Kind of
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#7 – Measurement Finally Becomes Integrated
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#8 – Analytics goes hyper-local
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#9 – Forensic Analytics Becomes a Critical Capability Within Companies
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Lunch Table Audience Segmentation (dummy data)
Primary Attribute: HipHop MusicAlso Passionate About: NBA Basketball, Skating, Nightlife, Video GamesConsumption Moments: Leisure, PartyingDemographic Attributes: M28-24Additional Insights: B.O.B. + Drake are faves
A
Primary Attribute: Pick Me Up JunkiesAlso Passionate About: Hiphop, Alternative Rock, Snowboarding, Monster, 5-HourConsumption Moments: Studying, LeisureDemographic Attributes: West coastAdditional Insights: <3 Free Music Downloads
Primary Attribute: Mountain BikingAlso Passionate About: Winter sports, NFL, Pearl JamConsumption Moments: Driving, WorkingDemographic Attributes: Men (all ages)Additional Insights: Bike Brands Super Important
Primary Attribute: High PerformanceAlso Passionate About: Record-Setting Performances, Motor Sports, SpeedConsumption Moments: Sports, WorkingDemographic Attributes: NAAdditional Insights: Diss on Organized Racing
DC
B
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#10 – Influencer Analysis is not Synonymous with Klout
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Where did this come from (aside from client work)?
Currently available on Amazon.com - http://amzn.to/UF4qKj
#3MThinkTANK // @chuckhemann on Twitter