"predictive analytics: the future of social media"
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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
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Digital made everything measurable…
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Then it became a constant transformation
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Now, we just cannot agree on what success is…
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Because we’re focused on numbers, forgetting than numbers are the consequence… not the cause.
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Do we want to know/see numbers or identify behaviors?
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How do you measure qualitative behaviors then?
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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
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What is the right method to find those patterns?We’re not even looking for them. Client/Boss happy = Happy agency.
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Digital Mktg 2015: Data rich - Insights poor
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Introducing: Predictive Analytics
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Intelligent Data vs Big DataData - Patterns - Actions
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How do we find valuable patterns?
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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
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Existing metric vs Creating a new metricWelcome to the metrics revolution
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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
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Example IIDynamic Fluctuating Weighing System (DFWS)
Topic A: Product 33% Topic B: Gym 33% Topic C: Lifestyle 33%
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Example IIIsmartBeemo’s scoring metric
Likes = 1Comments = 3Shares = 7
Now predict B*#ch!!
Fav = 1Rep = 3RT = 7
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Example IVView-ability engagement metric
VEM = topic (x3) * ER * ATS / Tribe
ER = L + C Avg time spent = #”
Tribe = Targeted audience
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Predicting is better than guessing
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Science/Math rule the worldIt’s time for scientific social media marketing
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Predict influential content Set the trend
$
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Let’s not forget the essentials...
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Content: SoMe Marketing has to be