Congresso sm keynote -marshall sponder oct 30th 2013

How Business can predict and stay ahead

of Rapid Changes leveraging Social Data

Marshall Sponder, Bogota, 10/30/13

How Business can predict and stay ahead of

Rapid Changes leveraging Social Data

Marshall Sponder, Bogota, 10/30/13

About WebMetricsGuru INC.

Gartner's 2013 Emerging Technologies hype cycle shows what is hyped vs. realistic expectations

http://www.zdnet.com/gartners-2013-emerging-technologies-hype-cycle-focuses-on-humans-and-machines-

7000019564/

Predictive

personalization is

defined as the

ability to predict

customer behavior,

needs or wants and

tailor offers and

communications

very precisely.

- Seth Gottlieb

http://enterpriseresilienceblog.typepad.com/enterprise_resilience_man/2013/08/targeted-marketing-and-

predictive-analytics-part-1.html

How likely will a brand's

offer resonate across social

media channels?

- Tom Phillips

Micro-content by

its very nature is

rarely visited…..

increasing the

likelihood that

these individuals

will be equally

receptive.

http://www.imediaconnection.com/content/27447.asp?id=27447

Which customers are mostly likely to

abandon your brand for a competitor?

http://blog.ad-tech.com/understanding-understanding-why-machine-learning-cant-work-without-

humans%E2%80%A8%E2%80%A8/

http://practicalanalytics.wordpress.com/2012/01/05/analytics-case-study-schwan-foods/

At the core of a

recommendation

engine is predictive

modeling. This

identifies and

mathematically

represents

underlying

relationships in

historical data in

order to explain the

data and make

predictions or

classifications about

future events.

What

determines

which

customers

are likely to

abandon

your brand

for a

competitor?

http://adage.com/article/news/dawn-relationship-era-marketing/231792/

All social efforts must flow

from an authentic sense of

purpose, not bogus

boilerplate.

Core values

cannot be faked,

at least not indefinitely.

http://adage.com/article/news/dawn-relationship-era-marketing/231792/

How is the investment in Big Data

Working out by Regions of the World?

http://www.tcs.com/SiteCollectionDocuments/Trends_Study/TCS-Big-Data-Global-Trend-Study-2013.pdf

http://www.tcs.com/SiteCollectionDocuments/Trends_Study/TCS-Big-Data-Global-Trend-Study-2013.pdf

Which

regions

have

benefited

the most

from “Big

Data”

initiatives?

Which

Industries

have

benefited

the most

from “Big

Data”

initiatives?

http://www.tcs.com/SiteCollectionDocuments/Trends_Study/TCS-Big-Data-Global-Trend-Study-2013.pdf

Source - http://arxiv.org/pdf/1307.0309.pdf

Social media “genotypes (behavioral markers)

can be employed to predict a user’s future

actions (on Twitter).

Every person has a

fixed set of interests,

called their social-

media genotype,

which determines

their pattern of

behavior on networks

such as Twitter.

Once these genotypes

have been discovered,

they can be used to

predict an individual’s

future behavior.

Petko Bogdanov,

University of

California)

1. Use analytics to identify valuable

opportunities

2. Map the consumer decision journey

3. Invest in an automated algorithmic

marketing

Ask the Right Questions to

obtain the Best Data

http://enterpriseresilienceblog.typepad.com/enterprise_resilience_man/2013/08/targeted-marketing-and-

predictive-analytics-part-1.html

Understand Your Target Audience Before

Investing In Marketing Campaigns

http://businessgross.com/2013/06/03/marketing-campaigns/

Identifying Data we can use to build models

supporting automation

Who will purchase your product in the future,

how much will they be wiling to spend on it?

Big Data has been used to inform mechanizing and

store placement decisions as well as monitor social

media for local comments of customers of a

particular store location.

Types of

Remarketing

http://www.netmining.com/pdf/Netmining-Mapping-Digital-Display-Landscape.pdf

Non Linear Travel purchasing journeys

Omni-Channel customer journey in travel industry, IBM

http://cdn.chiefmartec.com/wp-content/uploads/2013/09/5_stages_buyers_journey_600.png

Mapping the Customer Journey should

provide context for your Brand customers

Once you determine your audience you still

need to understand how to reach them

http://www.netmining.com/pdf/Netmining-Mapping-Digital-Display-Landscape.pdfYour text

Mapping Customer Touch points in a 2D or 3D Metrix

helps to define where a customer is in the Journey

(with the right questions and analysis).

http://www.pinterest.com/pin/21814379418653946/

Maturity Models help inform Brands on

Analytics “Next Steps” they should/could take

http://semphonic.blogs.com/

Internet of Things becomes Everything

Ascendancy of single devices handling all our data needs while providing better data for

analytics and ROI - smartphones/wearable computers containing CPU, storage, and

wireless connectivity "core" of the user experience.

Source: Cisco

Proliferation of wearable technology can provide

new ways for Brands to reach their audiences, find

new audiences. However, new Query languages will

need to evolve to fully leverage the technology

opportunity

http://www.clickz.com/clickz/column/2285267/convergence-analytics-needs-a-new-unified-query-language

Useful Social Data is easier to capture and more

abundant in some industries than others

US Data

http://www.netmining.com/pdf/Netmining-Mapping-Digital-Display-Landscape.pdf

Within

Industry

Uses

Cases

further

defines

what

Analytics

are

needed

http://thefuturebuzz.com/2013/02/11/timeshifting-as-the-new-default/

We need a certain “Numbersense” in looking at data

- There are several predictions about Cable TV’s

demise, and the data collected suggests as much …

but

Is Cable TV dying? It Depends …

With services

like Netflix,

Amazon

Instant, Google

Play and more

it would appear

that there is

absolutely no

reason to view

content on

someone else's

timetable.

http://thefuturebuzz.com/2013/08/15/the-slow-inevitable-death-of-cable-tv/

There are other interpretations suggesting Cable TV

Isn't Going Anywhere

Perhaps Cable TV is here to stay until someone figures out how to

break the bundled programming model.

https://intelligence.businessinsider.com/dont-believe-the-hype-cable-tv-isnt-going-anywhere-2012-3

http://www.appboy.com/

Personalizing Audience Targeting needs a touch

point framework to be the most actionable

Nine Upcoming

Predictions

1. Bogotá will Become South America's

Premier Tech Hub and remain so through 2020

Whatever the future is for cities, one thing is certain -- successful

cities will be defined by their ability to attract tech companies.

http://mashable.com/2013/09/24/bogota-tech/

2. Digital ROI attainable within 2 years due to

Rise Of "Real World Analytics” which is

mobile driven

This new world of cross-device tracking and offline analytics promises to

disrupt and change the way that marketers think about attribution.

http://marketingland.com/mobile-and-the-rise-of-real-world-analytics-60845

3. Gartner: Get Ready for the roaring

2020's 'Digital Industrial Economy'

Peter Sondergaard

(above), Gartner

SVP and head of

research, opening

the annual Gartner

Symposium.

We are entering a

new digital industry

economy where

everyone will be a

technology

company

http://forwardthinking.pcmag.com/show-reports/316608-gartner-get-ready-for-2020-s-digital-industrial-economy

4.Half of U.S. Workers Could Be replaced by

Computers NOW (2/3 by 2040)

A recent study out of Oxford University found that almost half of U.S. jobs are vulnerable to

being taken over by computers as artificial intelligence continues to improve. The study,

based on 702 detailed job listings, found that computers could already replace many

workers in transportation and logistics, production labor and administrative support.

http://singularityhub.com/2013/09/24/nearly-half-of-u-s-jobs-could-be-done-by-computers-study-says/

5. Predicting is the new black

http://venturebeat.com/2013/07/26/predicting-is-the-new-black-the-latest-trend-in-marketing/

6. Many of the predictions made on Big

Data will be wrong

7. Viral Marketing is finally understood and leveraged

Four Viral Campaigns mapped by Pulsarplatform.com

8. Encoding Sentiment will provide an

objective way to describe content

...

...

9. Analytics Encoding of Emotion will be

automated within 2 years

http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/

10. Marketing Frameworks will finally be

formalized and adopted

Bonus: Rutgers University and Unruly launching Viral

Media Course launching by January 2014 covering all

that we know about Viral Media - how to create and

track it.

Contact me at @WebMetricsGuru or

marshall.Rutgers@gmail.com for the details about when the

course will formally launch.

Thank You!

¡Gracias!