Insights in the Age of Context by Farhan Lalji

Think People!

Social Analytics for the Age of Context

Farhan Lalji@farhanlaljihttp://www.linkedin.com/in/farhanlalji

PEERINDEXInsights in the Age of ContextFarhan Lalji@farhanlaljifarhan.lalji@peerindex.com

500 years of marketing innovation

Magazines Telegraph Radio CRM

1450 1730 1836 1864 1876 1922 1941 1980s____ ____ ____ ____ ____ ____ ____ _____Moveable Newspaper Billboards Television

type

The last 30 years of marketing Innovation

Geurilla Integrated Search mobile

1980 1984 1985 1990 2000 2001 2007 2009 2011____ ____ ____ ____ ____ ____ ____ ____ ____Relationships Desktop Display Web 2.0 Social

If content is King, what does that make context?

Context is the crown

Tactics of competitions and #RTtoWin:these tactics work…right?

For every brand, every day, there is an opportunity to create a creating moment

In today’s hyper-connected world, not knowing who the influencers in and

around your audiences are is a dangerous position to be in

Create creating moments through and for Influencers

Gaz: particularly influential in Coral’s community

Holly: influence across betting communities

So they hired Holly Hagan for their lottery photo shoot

ACTION

and they put odds on Gaz to be Cheryl Cole’s next BF and tweeted him

RESULTS! And created a Twitter event!

600+

blogs, pics & vids

14Mpeople

reached

4200influencers engaged

The reality is, we’re just not making use of the information we have available to

us.

Think People!

Social Analytics for the Age of Context

Farhan Lalji@farhanlaljihttp://www.linkedin.com/in/farhanlalji

PEERINDEXAbout usFarhan Lalji@farhanlaljifarhan.lalji@peerindex.com

Powering the insight: PeerIndex’ big data platform

• Capacity: 4bn+ messages/day

• Streaming and batch

Data ingestion

Analytics Output

• Proprietary predictive analytics

• World-class data science team

160m users

1.2bn edges

275Gb / day

Some facts

• Likely advocates• Likely promoters• High referral value• Community

Influencers• Outside Influencers

• Who influences this person?

• Who does this person influence?

• In what context?

• Age• Gender• Location• Custom

• Psychographics• Lines-of-business• Customer look-a-

likes• Personalisation

Influence in segments

Influence Graph DemographicsCustom

Data/Insights

The Influence Graph & Predictive

Indicators

PiQ & API

• Common characteristics

• Behavioural trends• Trending content• Themes of

conversation

Community Trends

Think People!

Social Analytics for the Age of Context

Farhan Lalji@farhanlaljihttp://www.linkedin.com/in/farhanlalji

PEERINDEXThank youFarhan Lalji@farhanlaljifarhan.lalji@peerindex.com