Data Mining for Smarter Social Media Marketing

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage

Paul BarrettGlobal Director Web Intelligence


About Teradata

• Leaders in Data Warehousing Technology– Database– Data Warehouse

• Leaders in Marketing Technology– Multi-Channel Marketing– Integrated Marketing Managament– Marketing Resource Management

Its not about social, its about the Data


Consumers Are Changing the Game…

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We Are Just Building the Technology We Need

Adolescence• 80% of Business will market with

Social Media• 93% of CMO’s plan to use some

form of Social Media for the Enterprise

• 81% of CMO plan to track Social Media ROI

Adulthood (Enterprise)• Netflix API request grew by 37X in

the last 13 months.• 71% of Tweets get No Response• A customer with a bad Customer

Experience will Tell 10 people



Moving Beyond Simple Metrics to Enterprise IntelligenceMaking Social Media Smarter

LOW HIGH

Must-Have-i-ness

Built

-In In

telli

genc

e LO

WH

IGH

Social PR / Marketing

Social CRM

Social Media Monitoring

Advertising / TargetingSocial Service

Social Network Analysis

Social Graph

Social Shopping


Moving Beyond Simple Metrics to Enterprise INtelligenceMaking Social Media Smarter

LOW HIGH

Must-Have-i-ness

Built

-In In

telli

genc

e LO

WH

IGH

Social PR / Marketing

Social CRM

Social Media Monitoring

Advertising / TargetingSocial Service

Social Network Analysis

Making Social Smarter

• Analyze alongside Enterprise data (BI, Data Mining,, Text Mining, Historical data)

• Data Driven Decision making

• Leverage Enterprise Communications Platforms (CRM)

• Close-Loop / ROI Analytics

• Automate and Integrate Social Graph

Social Shopping


Imagine Smarter Social Media

• Increased Brand Relevance

• Improved Campaign Performance

• Better Forecasting Accuracy

• Faster Reaction to Fraud, Piracy

• Avoiding Social Media Pitfalls


IWI –Offer Overview


Data Collection

Aggregate Data

Visitor Records

Operational Reporting

Behavioral Segmentation

Data Storage

DATA SCHEDULER

Site Testing & Optimization

Targeting & Personalization

E-Mail Retargeting

Teradata EDW

Webtrends Framework


Transforming Data to Smarter Campaigns

Responses

BI/AnalysisTools

Industry Data ModelsInclusive of

IWI PDM

IntegratedOnline and

OfflineData

Touch Points

Cu

sto

mer

Inte

racti

on

s

WWW

CallCenter

Stores/ Branch

Kiosk(POS, ATM)

Mobile

DM/Email

SearchEngines

Behavior/ Social

web Data

EnterpriseData

Customer Insight & Influence

Revenue Opportunities

Call Center BranchStore

Sales CatalogDemographics

Operational Excellence

Actions

E-commerce


Avoid Big Data Traps

Engineered to eliminate Business Insight Roadblocks

• Scalability• Complexity• Speed• Integration• Enterprise Quality BI• Campaign, Merchandising and Customer Marketing Applications


Smarter Social Media: Lets Get Started

•Engage ‘Community Managers’

•Collect & view data, set strategy

•Drive your business :

• Integrate The Customer Funnel



Data Mining for Smarter Social Media Marketing

Documents

social media smartermoving

form of social media

social media pitfalls16

data mining

historical data

social media93

enterprise data bi

big data trapsengineered