7 dee finding the right methodologies marshall sponder - 9-12-12 - submitted
DESCRIPTION
Marshall Sponder is a Web analytics and SEO/SEM specialist with expertise in market research, social media, networking, and public relations. As both an in-house team leader and consultant, he has used sophisticated analysis to optimize the social media marketing efforts of companies and brands including IBM, Monster, Porter Novelli, WCG, Gillette, Pfizer, Warner Brothers, Laughing Cow, The New York Times, and Havana Central. Sponder is a board member emeritus at the Web Analytics Association, a member of the Search Engine Marketing Professionals Organization (SEMPO), and a member of the Certified Institute of Public Relations Social Media Measurement Study Group (CIPR).TRANSCRIPT
Finding the Right Analytics Methodology for Your
Organization
Marshall SponderWebMetricsGuru INC9/12/12
Often we have to make tough decisions with not enough or the
right information
Often we need an
approach, method help us to make
better decisions
Methodology really is …Steps to the Story we are telling (ourselves)
…about how we reach our destinations (business goals)
…and our choice of platforms affect how the Story turns out.
Reaching our destinationToo many platforms / no time to try them all in any depth leading to Analysis Paralysis
..some need to connect up together
Finding the Right Fit
Platforms 4 Social were developed
with features targeted for specific
customers, then generalized to
cover a broader audience
Real Value vs. Hype
Marketing hype and check box
comparisons meaningless, but difficult
to disambiguat
e, so as to make the right
decisions
Real pricing is unclear till everyone is up to speed (which may never happen).
Getting up to Speed
Balancing between Two Dangers
Analysis Paralysis
Investing in the Wrong Platform
Symptoms of Analysis ParalysisToo many options not enough time or resources
Lack of information, structure, reporting schema
Unable to learn from previous experience
No KPI's and data feeds defined
Lacking right framework to put the KPI's in
Haven’t brought the team on board
Wrong Platform Symptoms
Medium is Message
• In Big data denial - BD is unstructured & growing rapidly
• Big Analytics requires right data skills team and methodologies
• Unable to determine requirements (if company can handle the data)
• Stuck with platforms and business processes that can’t be easily changed to something better.
Being Unprepared for Big Data
Ur
1) Evaluate Vendors carefullyHere's some places to get more information
Ideya for Social MediaMonitoring survey ~1K USD
GigaOM Pro has up to date, in-depth research for Big Data platforms
from Analyst, Owner and User perspectives, well worth $299 yr
subscription
..chose from a small, select list and then vet them
vigorously
2) Visualize the right decisions (in your story continuum) so you can see where you stand• Research sites such as
Quora and other forums/LinkedIn groups to find opinions about platforms you are thinking of deploying; this will help cut through the marketing hype.
• Hire experts like me who can help untangle the mess and cut to the chase.
3) Determine type and maturity level of your organization
Common Dimensions
• maturity scale• degree of socialness• organization management style• size of the organization• scope• needs of your business segment
3b) Gauge where your organization is right now
Based on the functions your organizationpreforms (inner circle) you can anticipate the platform types needed (outer circle)
Advanced NLP
Analysis
Customer Data
Integration
Engagement &
Attrition
Listening & Web
Analytics
Listening & Influence
Categorization
Operational Metrics
4) Some examples of matching up Organizations with the right platforms by primary
functions
Product &
Customer
Research
Social CRM
Listening & Web
Analytics
5) Additional Factors to Consider
• Specific use cases (lead gen, PR, etc) • Types of platforms needed (Qual / Quant• /Big Data) • Online/Offline Data• Cost • Immediacy of data / latency• Security of the data• Build vs. buy
Delivering Better, Scalable Solutions to reach your goals
quicker• Building a custom taxonomy (i.e.: Drug
Patient Journey)• Designing a tagging scheme to
organize/categorize incoming/outgoing communications.
• Organizing your reports using custom taxonomy and tagging schema
• Create Frameworks that enable you to embed your KPI’s around specific business goals and strategies
Summary
There will always be methodology challenges in finding, choosing and implementing the right platforms for your organization and there are ways to cut through the hype and make decisions that take you to your destination, once you have the right information.